The Dice Life

New MONOPOLY GO! sitcom parody hits all the classic tropes in latest campaign from Scopely and indie agency Omelet. Will Ferrell, Jake Johnson, and Sunita Mani star in leading mobile game’s new 90s sitcom-inspired ads

MONOPOLY GO! puts friends in all kinds of outlandish situations. Like baking billion-dollar cakes together and haggling over sticker trades - scenarios that already sound like setups from a sitcom. This observation led to Scopely’s new MONOPOLY GO! Campaign The Dice Life, created with agency partner Omelet.

This campaign follows Scopely’s ambitious brand campaign launch Friendship Pays, which elevated both the community and competitive elements of the game against the backdrop of the bonkers, colorful universe of GOVille. In MONOPOLY GO!, friends really are your greatest asset.

Set in GOVille, The Dice Life expands on the Friendship Pays campaign by exploring new wacky interplays between friends and family through a sitcom parody that leans into classic tropes from beloved TV favorites, like I Love Lucy, Family Matters, Friends, and more. The Dice Life stars former sitcom star Jake Johnson (New Girl), Sunita Mani (Netflix’s Glow), and once again features Will Ferrell’s iconic voicing of the animated Mr. Monopoly.

The Dice Life is a digital campaign designed for user acquisition, but veers from other programmatic campaigns with its entertaining, narrative storytelling that sells the intangible fun of playing MONOPOLY GO! with others. The campaign includes several episode vignettes and “channel surfing” content featuring Mr. Monopoly that mimics a viewer’s experience flipping through channels during a commercial break.

Created by leading video game company Scopely, in partnership with Hasbro, MONOPOLY GO! has united a community of MONOPOLY fans around the world, making it the most successful mobile game launch in history.