Dealing with setbacks and not being a winner are vital for getting through life at any age and this Monopoly campaign emphasizes the lifelong emotional skills that kids will pick up as a result of playing the classic board game. Hasbro and agency KesselsKramer created a campaign that helps to remind parents that coping with losing is actually beneficial for a child's development. Unlike most board game marketing that only shows happy groups playing and laughing with one another, this Monopoly campaign stands out for showing completely opposite expressions of frustration, anger, disappointment and sadness.
Childhood development expert Dr. Krista Okma worked with the brand on the campaign and argues that Monopoly is actually beneficial for healthy emotional development.
Expressive Gaming Campaigns
This Monopoly Campaign Shows How Playing Teaches Emotional Skills
Trend Themes
1. Emotional Intelligence in Gaming - There is an opportunity to design gaming campaigns that highlight the emotional skills children develop from playing games like Monopoly.
2. Realistic Game Marketing - Marketing campaigns for board games that show realistic emotions, instead of just happy groups, have the potential to stand out and appeal to parents.
3. Expert Collaborations in Gaming - Collaborating with childhood development experts to promote the benefits of playing certain games can help to set brands apart from their competitors.
Industry Implications
1. Board Game Industry - Board game companies have the opportunity to create marketing strategies that focus on the emotional skills children develop from playing their games.
2. Advertising Industry - Incorporating realistic emotions in marketing campaigns for board games can be a disruptive innovation opportunity for advertising agencies.
3. Childhood Development Industry - Childhood development experts can collaborate with board game companies to promote the emotional benefits of playing certain games to parents.