Monopoly Go And Six Nations Rugby Start A Cross-border Carnival
Monopoly Go, a popular mobile game, has reached a cross-border cooperation with Six Nations Rugby, a top European sports event for the first time. This is also the first time that Six Nations Rugby has cooperated with a mobile game, combining the classic Monopoly board game with the passion of rugby to create an immersive carnival that runs through virtual and real life for players and fans.
Collaboration Content
The cooperation was announced before the game last month, and Monopoly Go brand was placed in Six Nations matchday advertisement. Sharp-eyed fans may have noticed the image of this classic board game IP on the field. In addition to the themed image on the field, we can also look forward to other interactions, such as winning tickets to Six Nations Rugby by throwing Monopoly GO Dice.
In addition, players will have the opportunity to participate in Six Nations-themed in-game tournament and win exclusive shield awards. During the linkage period, players can also get limited Monopoly GO dice and cards by completing tasks, which is worth looking forward to. Special in-game events and promotions are designed to provide fans with rugby-themed experiences and strengthen the connection between the sport and the game.
Navin Singh, Chief Commercial and Growth Officer at Six Nations Rugby, said Six Nations’ new partnership with Monopoly Go is exciting because it provides a unique and truly interactive way for global mobile game fans and player communities to experience the passion of rugby while playing games.
Background Of The Partnership
According to the official, this collaboration aims to break through the traditional game user circle and attract more sports enthusiasts to experience the fun of Monopoly GO with the help of Six Nations Rugby’s strong fan base in the European and American markets. Similarly, Six Nations Rugby also hopes to attract young players to pay attention to the event through game implantation, break the public’s stereotype of rugby, and promote the game’s youth and digitalization.
The teamwork and tactical layout of rugby coincide with the resource allocation and social game of Monopoly Go. The developer said that it is very happy to cooperate with Six Nations Rugby as their first mobile game partner. This marks the first appearance of Monopoly Go in European sports sponsorship and brings its competitive spirit to the court.
Industry Observation
Although this cooperation is not new in the sports world, after all, sports leagues such as the Premier League, NFL and NBA have long used games to attract young audiences. However, this time, Monopoly Go entered as a non-sports game, and through thematic content transformation and offline scene integration, it took a different approach and became another benchmark case of cross-border cooperation between game IP and sports events, providing new ideas for cross-border cooperation of other game IPs.
According to data analysis, compared with similar games, Monopoly Go attracted users of a wider age range, while still maintaining a younger audience than other similar games. There is no doubt that this will greatly help Six Nations' ratings. At the same time, it can be foreseen that the activity of game players will also increase accordingly during the linkage period. This cross-border cooperation is a win-win situation.
When Monopoly GO dice interweaves with the cheers of the rugby field, the cross-border cooperation between Monopoly GO and Six Nations Rugby not only creates a fresh experience for players and fans, but also confirms the huge potential of the cross-border model of game IP and sports in commercial value.
