Six Nations Rugby has announced its first-ever mobile gaming partnership with Scopely’s ‘Monopoly Go!’, promising to revolutionize the fan experience during tournaments.
The agreement is set to create unique opportunities for supporters to engage both digitally and at stadiums during the men’s and women’s tournaments. Among the exciting features is the chance to win tickets to the much-anticipated Six Nations ‘Super Saturday’ matches, alongside special on-pitch activities planned for the Stade de France stadium in Paris.
Players of 'Monopoly Go!' will also be able to participate in exclusive Six Nations-themed competitions within the game, vying for unique shield prizes. The 2025 Guinness Men’s Six Nations kicks off on 31 January and runs until 15 March, followed by the Women’s Six Nations starting 22 March next year.
Navin Singh, the Chief Commercial and Growth Officer at Six Nations Rugby, expressed his enthusiasm: “The experience of the Six Nations is unlike anything else in sport, and we are always exploring ways to enrich this experience for fans. The new partnership with Monopoly Go! is hugely exciting, offering our global community of fans and players interactive ways to enjoy the Six Nations beyond the action on the pitch.”
Rollout of this partnership marks Monopoly Go!’s first entry as an official gaming partner within European sports. Released by US-based developer Scopely, Monopoly Go! has had significant success since its launch, capturing attention with its innovative gameplay format. To date, players have completed nearly 6 billion game boards, passed “GO” over 150 billion times, and spent significant time on various segments of the game.
Sophie Young, Scopely’s VP of Regional Marketing, shared her excitement about the collaboration: “We’re thrilled to team up with the Men’s and Women’s Six Nations, marking Monopoly Go!’s debut in European sport sponsorship and bringing its competitive spirit to the pitch. Rugby’s rich heritage of sportsmanship, resilience, and competition mirrors the exhilarating experience of Monopoly Go! – where friends become rivals and exciting challenges await.”
The partnership also aims to leverage gaming as part of the Six Nations' strategy to increase fan engagement. Recent years have seen the tournament endeavoring to attract younger, digitally-savvy audiences, demonstrated by their earlier collaboration with TikTok. With the conclusion of the TikTok initiative after last year’s event, Six Nations Rugby has turned toward mobile gaming to maintain strong connections with its audience.
This strategic shift aligns with the broader trend wherein various sports, from football to basketball and American football, have embraced the intersection of sports and gaming, broadening their appeal and revenue potential. Interestingly, the demographics for Monopoly Go! reveal unexpected audience engagement, with Data.ai stating the dominant age group for the Android version of the game is 45+.
The success of Monopoly Go! lies not only within its dynamic gameplay but the balance it strikes between engaging younger players and attracting older audiences, often overlooked by competitors. The game has over 150 million downloads and has earned accolades, including the “User’s Choice” award from Google Play and Pocket Gamer’s “Game of the Year” title for 2024.
With both the Men’s and Women’s tournaments just around the corner, anticipation builds for the exciting activations promised by this partnership. Not only does it signify the evolution of Six Nations Rugby, but it fortifies the relationship between traditional sports and modern gaming culture.
Fans are encouraged to stay updated on news surrounding the Six Nations and the Monopoly Go! collaboration, which aims to deliver thrilling ways to engage with tournaments leading up to the opening matches. Get ready to roll— with Monopoly Go! and Six Nations Rugby!