MONOPOLY GO! isn’t your average mobile game, so it makes sense that its ads wouldn’t look like average user acquisition campaigns either.
In The Dice Life, the latest campaign from Scopely and agency partner Omelet, the bonkers gameplay of MONOPOLY GO! gets filtered through the lens of a ’90s sitcom—complete with a theme song, family feuds over sticker trades, and a roommate dynamic that feels just one laugh track away from Full House. The campaign features Jake Johnson (New Girl), Sunita Mani (GLOW), and the return of Will Ferrell as the voice of Mr. Monopoly, who now appears in-between spots in a “channel surfing” framing device that mimics flipping through late-night cable.
It’s a digital performance campaign. But it sure doesn’t feel like one.
The campaign builds on last year’s Friendship Pays, which introduced the animated, absurdist world of GOVille—where sticker swaps, heists, and co-op bonuses play out like acts in a soap opera. The Dice Life expands that world by tapping into the social chaos of gameplay: friends becoming rivals, family members forming sticker alliances, and emotional damage over board-clearing revenge rolls.
“We’re tapping into the spirit of classic sitcoms to spotlight the humor, connection, and mischief that make playing MONOPOLY GO! together with friends and family a global sensation,” said Jamie Berger, SVP of Marketing at Scopely. “What better way to reach a Millennial audience than with the universal language of ’90s sitcoms?”
That nostalgia runs deep across the campaign. From the multi-cam lighting and sitcom pacing to the scripted pettiness of siblings bickering over in-game economics, Omelet leans into the kind of cultural shorthand that makes the absurdity feel weirdly familiar.
“For me, two things brought my family together as a kid: playing Monopoly and watching TV,” said Jimmy Barker, Creative Director at Omelet. “So it was unbelievably rewarding to get to make a love letter to ’90s sitcoms, packed with inside jokes written just for our Millennial target audience.”
This is still user acquisition work, of course. But Omelet doesn’t treat it as an excuse to lower the bar. As Sarah Donze, Omelet’s Group Brand Director, put it:
“User acquisition creative can be just that—as well as surprising, effective, and enviable. Why not use every opportunity to delight your audience, not just in TV, but also in UA and performance?”
With The Dice Life, they’ve done just that—reframing gameplay antics as episodic sitcom arcs that sell the social absurdity of MONOPOLY GO! without ever having to explain how it works.
And really, once you’ve seen a full-blown family argument about sticker trading… the download button kind of sells itself.
- About the Author
- Latest Posts
