Monopoly City Streets: How a revolutionary try-before-you-buy helped launch a revolutionary new Monopoly variant

With household ownership near universal, the challenge of maintaining Monopoly sales demands regular reinvention. Monopoly City was the most radical new variant yet. This posed a new challenge: how to communicate the benefits of a product that has to be tried to be truly understood. Hasbro and DDB-UK created 'Monopoly City Streets', an online, interactive, 'try before you buy' allowing people to play on any street in the world via Google Maps. It soon became one of the most popular games on the web with over five million unique visitors. This paper shows how this had a massive effect on sales, with the depth of engagement boosting traditional media.