Scopely and Niantic, both prominent players in the gaming industry, employ distinct advertising strategies tailored to their respective business models and target audiences.
Scopely's Advertising Strategies
Scopely, known for titles like Monopoly Go!, Stumble Guys, and Star Trek Fleet Command, focuses on a multi-channel approach to reach its audience. Here are some key aspects of Scopely's advertising strategies:
- Multi-Platform Campaigns: Scopely emphasizes the importance of meeting the audience where they are by using a variety of platforms. This includes TV ads, social media posts, streaming services, and platforms like TikTok. The content is tailored to each platform, ensuring that the message resonates with the specific audience[1][9].
- Direct-to-Consumer (D2C) Strategy: Scopely has been successful with its D2C approach, particularly through web stores for games like Star Trek Fleet Command and Marvel Strike Force. This strategy allows Scopely to bypass platform commissions, engage directly with players, and gather valuable first-party data[5].
- Partnerships and Collaborations: Scopely often partners with other companies to enhance its marketing efforts. For example, its partnership with Moloco for Monopoly Go! resulted in significant increases in installs and return on ad spend (ROAS)[9].
Niantic's Advertising Strategies
Niantic, famous for Pokémon Go, has a different set of strategies focused on location-based and immersive experiences:
- Location-Based Marketing: Niantic leverages geolocation data to deliver personalized marketing messages. This approach is particularly effective for its augmented reality (AR) games, where players interact with real-world locations[6].
- Augmented Reality (AR) Advertising: Niantic has developed innovative AR advertising formats, such as Rewarded AR ads, which integrate branded content seamlessly into gameplay. This approach enhances user engagement by providing organic and immersive experiences[2][6].
- Partnerships and Collaborations: Niantic also engages in partnerships, particularly with local businesses, to integrate sponsored content into its games. For instance, players can earn rewards by visiting specific locations, fostering a connection between gameplay and real-world activities[2][6].
In summary, while both companies use multi-platform strategies and partnerships, Scopely focuses more on traditional advertising channels and direct-to-consumer engagement, whereas Niantic emphasizes location-based and immersive AR experiences to connect with its audience.
Citations:
[1] https://hypeinsight.com/learn-or-steal-monopoly-gos-winning-marketing-strategies/
[2] https://www.localogy.com/2023/06/niantic-goes-deeper-into-location-marketing/
[3] https://techcrunch.com/2025/03/12/pokemon-go-maker-niantic-is-selling-its-games-division-to-scopely-for-3-5b/
[4] https://economictimes.com/news/international/business/pokemon-go-unit-sold-to-saudi-group-for-3-5-billion/articleshow/118947144.cms
[5] https://dev.stash.gg/blog/scopely-d2c-strategy-exploring-the-star-trek-fleet-command-and-marvel-strike-force-web-store
[6] https://canvasbusinessmodel.com/blogs/marketing-strategy/niantic-marketing-strategy
[7] https://variety.com/2025/digital/news/scopely-pokemon-go-niantic-sale-3-billion-1236334814/
[8] https://www.investing.com/news/company-news/scopely-to-acquire-niantics-games-business-including-pokemon-go-for-35-billion-93CH-3924145
[9] https://www.moloco.com/case-studies/scopely-monopoly-go