MONOPOLY GO!
MONOPOLY GO! is Scopely’s mobile take on the iconic board game, developed in partnership with Hasbro.
I joined the project as Art Lead in 2022, during soft launch, as the game was preparing to go global.
I built and led the art team while shaping the creative direction across LiveOps, monetization and feature launches, creating the systems
and visual consistency needed as the game moved toward global launch and continued to grow.
The Challenge
A strong brand without a system built for live game.
When I joined MONOPOLY GO!, the core brand was already established, but LiveOps, monetization and seasonal content had grown without a consistent visual framework. With global launch approaching, the challenge was not only creative. The art team itself was still being built, along with the workflows needed to connect Product, Art, LiveOps, producers and external partners.
The goal was to create a structure that could support a fast-moving live product, giving the team clear creative principles and a way of working that could scale as the game grew.
Building the Team and the System
I built and directly managed a six-person team of 2D and UI artists in Spain, setting creative direction,
reviewing work and supporting the team through ongoing feedback and mentoring.
At the same time, I established the workflows and production pipelines connecting the team with Product,
Art, LiveOps, producers and external vendors.
Alongside the operational structure, I developed visual guidelines, templates and design principles for LiveOps, monetization and recurring content. These gave the team a shared foundation for everyday releases and seasonal campaigns, while allowing the visual language to remain consistent across a growing volume of work.
From Product to Production
Working closely with Product and other stakeholders, I was involved early in shaping UX decisions and translating product needs into clear creative direction for UI and art. This included rethinking and improving the structure and layouts of monetization experiences and features, creating clearer, more consistent foundations for the UI.
From there, I led the visual development through concept, UI, production and final delivery. The work covered feature launches, events and the full monetization experience, including offers, bundles, pop-ups, shop, progression and reward screens. Each new release became part of the broader visual system rather than a standalone piece of content.
Scaling After Global Launch
Following global launch, MONOPOLY GO! scaled rapidly, and the creative demands around it grew with it. LiveOps, monetization, features and seasonal content required an increasing volume of work, often running in parallel.
The team structure, workflows and visual systems established ahead of launch gave us a foundation to respond to that growth without rebuilding the process for every release. The same principles, templates and ways of working could support ongoing content while maintaining consistency across a fast-moving live product.
