In August 2007, shortly after the first iPhone was released in June, Hasbro teamed up with Electronic Arts (\u201cEA\u201d), the makers of FIFA and Madden video games, to \u201ctransform the interactive family entertainment landscape\u201d[5]<\/a>.\u00a0 Not only did EA create the digital platforms for Monopoly, it helped Hasbro expand its digital boundaries.\u00a0 The partnership paid dividends quickly, with Monopoly topping the Apple app store rankings in 2009[6]<\/a>.\u00a0 In 2010, EA created Monopoly\u2019s first 3D digital game[7]<\/a>.\u00a0 In 2013, the two companies signed a four-year extension to their agreement after six successful years[8]<\/a>.<\/p>\n Hasbro has also embraced the increasing prevalence of social media.\u00a0 In 2013, Monopoly fans \u201cvoted on Hasbro’s Facebook page to jettison the poor old flat iron in favor of a new cat token\u201d[9]<\/a>, showing Hasbro\u2019s determination to keep the storied brand relevant with changing tastes.\u00a0 In 2015, Monopoly offered consumers to have their say in the new \u201cHere and Now\u201d version, resulting in Pierre, SD winning the competition[10]<\/a>.\u00a0 Currently, Monopoly has 10.7MM Facebook fans, and the brand remains actively engaged with consumers[11]<\/a>.<\/p>\n Despite pushing into digital, Hasbro has remained active in non-digital channels.\u00a0 Monopoly licensing has extended across multiple industries, from fast food (McDonald\u2019s) to state lotteries.\u00a0 Furthermore, Hasbro has kept innovating its traditional board game product offering, and interestingly, board games are experiencing a renaissance, with Monopoly being a beneficiary[12]<\/a>.<\/p>\n \u201cOver a billion people have played Monopoly around the world\u201d[13]<\/a> but Hasbro could do more to ensure the success and longevity of this legendary brand.\u00a0 Recently at South by Southwest, Hasbro talked about extending some of its products into virtual reality[14]<\/a>.\u00a0 As gaming methods continue to evolve, Monopoly could take advantage of these innovations in virtual reality to add another dimension to its already large digital Monopoly platform.\u00a0 How incredible would it be to wear a VR headset and walk the Monopoly board?<\/p>\n Monopoly continues to perform very well across digital platforms with its app one of the top 5 iPhone apps of all time[15]<\/a>.\u00a0 In the face of changing consumption methods, Hasbro has proactively shifted its business model to preserve Monopoly\u2019s legacy, so much so Monopoly has a 99% global brand awareness[16]<\/a>.\u00a0 Even today, glancing at Apple App Store\u2019s highest ranked paid apps (as of 11\/18\/16), Monopoly remains in the Top 10 (Exhibit 1).<\/p>\n Hasbro is playing in both the digital and analogue platforms, which is very encouraging, because now future generations can continue to experience all the joy and learning that Monopoly provides.<\/p>\n Exhibit 1:<\/strong> Apple App Store Paid App Rankings (11\/18\/16)<\/p>\n Word Count: 743<\/p>\n [1]<\/a> https:\/\/www.loc.gov\/rr\/business\/businesshistory\/December\/monopoly.html#4<\/a><\/p>\n [2]<\/a> The mayfair shuffle; crowdsourcing “monopoly”. (2014, Apr 05). The Economist, 411, 59. Retrieved from http:\/\/search.proquest.com.ezp-prod1.hul.harvard.edu\/docview\/1513381333?accountid=11311<\/p>\n [3]<\/a> http:\/\/investor.realnetworks.com\/releasedetail.cfm?ReleaseID=203116<\/a><\/p>\n [4]<\/a> http:\/\/investor.realnetworks.com\/releasedetail.cfm?ReleaseID=203116<\/a><\/p>\n [5]<\/a> http:\/\/investor.hasbro.com\/releasedetail.cfm?releaseid=586451<\/a><\/p>\n [6]<\/a> Hasbro: Monopoly no. 1 in top paid apps in app store. (2009). Wireless News, Retrieved from http:\/\/search.proquest.com.ezp-prod1.hul.harvard.edu\/docview\/210351493?accountid=11311<\/a><\/p>\n [7]<\/a> Desjardins, D. (2010, 06). Reinventing the classics. License! Global, 13<\/em>, 112. Retrieved from http:\/\/search.proquest.com.ezp-prod1.hul.harvard.edu\/docview\/366411473?accountid=11311<\/p>\n [8]<\/a> http:\/\/investor.hasbro.com\/releasedetail.cfm?releaseid=775088<\/a><\/p>\n [9]<\/a> The mayfair shuffle; crowdsourcing “monopoly”. (2014, Apr 05). The Economist, 411, 59. Retrieved from http:\/\/search.proquest.com.ezp-prod1.hul.harvard.edu\/docview\/1513381333?accountid=11311<\/p>\n [10]<\/a> http:\/\/www.kdlt.com\/news\/local-news\/City-Of-Pierre-Featured-On-New-Monopoly-Game\/31886738<\/a><\/p>\n [11]<\/a> https:\/\/www.facebook.com\/monopoly\/<\/a><\/p>\n [12]<\/a> https:\/\/www.theguardian.com\/technology\/2014\/nov\/25\/board-games-internet-playstation-xbox<\/a><\/p>\n [13]<\/a> http:\/\/www.cbsnews.com\/news\/the-scandalous-history-of-monopoly\/<\/a><\/p>\n [14]<\/a> http:\/\/news.tfw2005.com\/2016\/03\/13\/hasbro-sxsw-2016-reality-virtual-311282<\/a><\/p>\n [15]<\/a> Levy, A., & Bartkowiak, J. (2011). Secrets of success in brand licensing<\/em>.<\/p>\n![\"app-store\"](\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/App-Store-1-300x166.png\")
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