Licensing Monopoly to Scopely is proving a smart move for Hasbro: it earned $44m from Monopoly Go in the last three months – a record figure.
During the toy firm’s latest financial results, Hasbro described its earnings from Monopoly Go as having increased from around $10m per month to as much as $14m. It expects the game to keep delivering that level of income for the rest of the financial year, too, adding that UA costs have come in lower recently as well.
IAP revenue estimates from data providers like Appmagic suggest that Scopely’s earnings from the game are flat at roughly $100m per month. Data providers can’t track revenue earned from webshops, so Hasbro’s growing earnings suggest that all of Monopoly Go’s revenue growth is happening in Scopely’s ‘Tycoon Club’ webstore – and outside of the App Store and Google Play store, where the platforms get a 30% cut.
Hasbro CEO Chris Cocks said that Monopoly Go’s “user metrics continue to be excellent”, and suggested Scopely’s flagship game could be exceeding “just about any other benchmark in the industry.”
“Scopely is being very savvy in terms of their partnerships,” he continued. “They had a fantastic collaboration with Star Wars in May and June and then I’d also say that the user acquisition costs and the percentage of revenue that we’re spending against user acquisition has probably come in on the lower side of our expectations.”
“All of those things combined have raised the amount of revenue contribution that we’re able to take from that game. And I think we previously said about $10 million a month, that’s likely on the conservative side based on what we’re seeing for the first six months.”
Hasbro CFO and COO Gina Goetter added that the firm has been earning “roughly” $14m per month from the game, and she expects the game to keep earning Hasbro $12-14m per month in the second half of the financial year.
