As much as we lean into our screen time, both for work and recreation, there is something therapeutic about putting down the phone and playing a throwback board game with friends and family. Yes, they do still exist and are growing in popularity. The global board games market was valued at $14.37 billion in 2024 and is predicted to more than double by 2032. This growth indicates that all generations still enjoy that face-to-face interaction you only get from drawing cards, rolling dice, or flicking a spinner, and of course, winning in the end.
That’s good news for the world’s leader in play and entertainment, Hasbro, which will be celebrating milestone anniversaries for three of its most iconic games in 2025 and 2026: Monopoly turns 90, Yahtzee turns 70, and Twister turns 60. These games aren’t thriving on nostalgia alone. On the contrary, they’ve adapted to new contexts and new player profiles while retaining their core appeal. For mobile marketers, Hasbro’s classic brands provide key lessons about reinvention, strategy, and creating experiences that are seamless, personalized, and built for loyalty.
Let’s dig deeper into Hasbro’s board game milestones and the mobile marketing takeaways they inspire.
1. Monopoly (90 years): Reinvention keeps you in the game
Probably the granddaddy of them all and known the world over, Monopoly was launched in 1935. It has since sold more than 275 million copies globally, spanning 113 countries and localized in nearly 46 languages. Baby Boomers to Gen Zers alike have picked their favorite metal token (race car, please), erected hotels, bankrupted fellow players, and debated house rules — often well into the night. But the game hasn’t stayed alive by standing still.
Over the decades, Hasbro has released more than 300 themed editions, from Star Wars and Pokémon to The Simpsons and even city-specific versions (you can go to jail in Dundee, Scotland, and still not pass Go or collect your £200). Monopoly entered the digital space as early as 1985 with the first PC adaptation, later branching into console and mobile apps for Apple and Android phones.
The crown jewel of this reinvention? Monopoly Go!, a reimagined, mobile-first spin on the classic. Since launching in April 2023, the game has grossed more than $3 billion worldwide, making it one of the fastest-growing mobile games ever.
Mobile marketing lesson: Like the original Rich Uncle Pennybags character evolved to be known as Mr. Monopoly, longevity demands reinvention. Your campaigns can’t rely on a single format; they need to be refreshed with new elements, while staying rooted in the brand’s core identity. Just as Monopoly found new life in mobile, marketers should review campaigns quarterly, test emerging channels, and explore omnichannel strategies for greater impact.
2. Yahtzee (70 years): Luck + strategy drives growth
The dice game of all dice games, Yahtzee, was first introduced by Edwin S. Lowe in 1956 and has sold tens of millions of copies worldwide. Today, it remains one of Hasbro’s simplest, yet most enduring hits. The rules are easy to grasp for most everyone (box says “Ages 8+”): roll five dice, aim for combinations, and balance risk with reward. But the simplicity is deceptive. You need to rely on lucky rolls and know when to balance playing it safe with going all-in for the big score.
That fun balance between chance and strategy has made Yahtzee portable, social, and endlessly replayable. The game’s low barrier to entry gave it staying power well into the 1980s, as depicted in this vintage TV commercial. Yahtzee eventually grew with the times, launching digital versions — including handheld electronic editions and today’s Yahtzee® with Buddies app — underscoring how even a very basic premise can thrive in mobile formats.
Mobile marketing lesson: Campaigns also live at the intersection of luck and strategy. You can’t control every variable as algorithms shift, competitors launch new products, and market conditions change. But you can tilt the odds in your favor through A/B testing, attribution, and iteration. Each campaign may feel like another “roll of the dice,” but data gives you the insight to double down on winners and cut losses early.
3. Twister (60 years): Don’t get tangled
Twister, launched in 1966, was famously called “the game that ties you up in knots.” Its popularity skyrocketed after Johnny Carson played it on The Tonight Show with Eva Gabor, an inadvertent product endorsement that transformed a quirky idea into a cultural sensation.
Twister’s charm has always been the chaos it creates with intertwined limbs pushed to the limits, quickly followed by uncontrollable laughter. It’s that havoc that has kept Twister relevant over the years, as it keeps reinventing itself for each new generation. Most recently, Hasbro launched Twister Ultimate, a larger mat with more spots, plus Twister Air, an app-connected version where players match dance moves wearing motion-tracking bands. Even Alexa has gotten into the act as a “referee,” calling out moves and adding new layers of interactivity. By embracing technology, Twister stays fresh and accessible for consumers.
Mobile marketing lesson: Funnels shouldn’t feel like a Twister mat. Complex or broken paths frustrate users and lead to drop-off. Just as Twister found new life by exploring app integrations and voice assistants, marketers need to meet users where they are (or where they expect to be) with deep linking and simplified mobile funnels. Audit your journeys regularly, cut unnecessary steps, and leverage deep links to deliver customers to the right spot every time. Less tangle, more engagement.
Bonus round: Beyond the board
While Monopoly, Yahtzee, and Twister headline Hasbro’s board game anniversaries, two other classic brands from this toy and game giant deserve mention:
- Play-Doh (70 years): Flexibility fuels personalization
Originally a wallpaper cleaner, Play-Doh was rebranded as a toy in 1956. As of 2016, it had sold more than 3 billion cans worldwide and continues to grow with innovations like the Ultimate Ice Cream Truck set launched in 2022. For mobile marketers, Play-Doh’s malleability embodies the importance of personalized campaigns that can be reshaped for different audiences and contexts. - Tonka (50 years with Hasbro): Durability builds loyalty
Known as “Tonka tough,” these steel trucks were built to last and often outlived their larger, life-sized inspiration as captured in this famous TV ad. Acquired by Hasbro in 1976, Tonka represents durability and trust, and you’ll still find kids playing with them in a dirt pile near you. In the mobile marketing space, durability isn’t so much about materials as it is brand value and customer loyalty, which is why it’s critical to constantly measure metrics such as retention, repeat purchases, and lifetime value (LTV).
Toying with a common thread
From Monopoly’s reinvention to Yahtzee’s balance of chance and strategy to Twister’s chaotic charm, Hasbro’s games endure because they combine timeless appeal with continuous adaptation. They’re fun, engaging, and built for repeat play, no matter which generation you’re from.
Mobile app marketers should aspire to these same qualities. Broken links, generic campaigns, and overly complicated funnels become the equivalent of missing game pieces — and no one likes that. When brands personalize, simplify, and build trust with users, they create experiences that people enjoy and want to keep coming back for more.
Your turn, make a move
Hasbro’s popular games (and toys) remind us that staying relevant means evolving without losing what makes you memorable, likeable, and uniquely you. To put it in a mobile growth marketing perspective, customers stick with brands that are consistent, engaging, accessible, and always forward-thinking.
Ready to make your customer journeys as timeless as these classics? Reach out to learn more about how to attract users and retain them for the long run.
