Six Nations taps Monopoly Go! to enhance digital fan engagement
Six Nations Rugby has officially partnered with Scopely’s ‘Monopoly Go!’, marking its first-ever collaboration with a mobile gaming platform.
This partnership is designed to elevate fan engagement by introducing both in-person and digital experiences throughout the men’s and women’s tournaments. Fans will have opportunities to win tickets for a Six Nations ‘Super Saturday’ match, as well as witness the game integrated into events at Stade de France in Paris.
Additionally, Monopoly Go! will host a special Six Nations-themed in-game competition, where players can vie for an exclusive shield prize.
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The 2025 Guinness Men’s Six Nations is set to commence on 31 January and will run until 15 March, followed by the Guinness Women’s Six Nations, beginning on 22 March.
Navin Singh, Chief Commercial and Growth Officer at Six Nations Rugby, shared his excitement: “The Six Nations offers a truly unique sporting experience, and we’re always looking for innovative ways to enhance this for fans.
“This collaboration with Monopoly Go! is a thrilling development, providing fans and players worldwide with an interactive and engaging way to experience the tournament beyond the on-field action.”
Developed by U.S.-based game company Scopely, Monopoly Go! is a mobile adaptation of the beloved Monopoly board game.
Since launching in April 2023, the game has achieved remarkable success. According to Scopely, players have passed “GO” over 150 billion times, completed nearly 6 billion game boards, and experienced jail time more than 20 billion times.
Sophie Young, VP of Regional Marketing at Scopely, expressed enthusiasm about the partnership: “We’re delighted to join forces with the Men’s and Women’s Six Nations as their inaugural mobile gaming partner. This marks Monopoly Go!’s first venture into European sports sponsorship, bringing its competitive spirit onto the rugby stage.
“Rugby’s long-standing traditions of sportsmanship, determination, and rivalry align seamlessly with the thrilling and social experience of Monopoly Go! – where friendships turn into rivalries, landmarks fall, and audacious bank heists unfold, all fueling the excitement of victory. This collaboration embodies community, friendly competition, and the sheer thrill of the game—both on and off the pitch.”
Gaming as a Tool for Fan Engagement
This partnership is notable for two key reasons. It signifies Monopoly Go!’s entry into European sports sponsorship, as highlighted by Young, and it also marks the first time the Six Nations has collaborated with a mobile game.
The deal was brokered by Playfly Sports’ London office, which worked closely with both parties to develop a strong business case supporting the investment.
In recent years, Six Nations Rugby has focused on increasing fan engagement through innovative sponsorships. For example, in 2022, the tournament partnered with TikTok to attract younger audiences and drive digital interaction.
With the conclusion of that partnership following last year’s tournament, Six Nations has turned to video gaming to achieve a similar goal.
The intersection of sports and video gaming has long been evident, with football, basketball, and American football leveraging gaming’s popularity for both fan engagement and revenue generation.
Interestingly, while video games are often associated with younger demographics, the partnership with Monopoly Go! showcases a more diverse player base.
Data from Data.ai indicates that the dominant age group for the Android version of Monopoly Go! is 45+, with strong engagement also seen in the 35-44 and 25-34 demographics, surpassing the 18-24 age group.
This insight challenges traditional expectations, demonstrating that Monopoly Go! appeals to a broad audience while still maintaining a younger player base compared to other games in its genre