Case study · Entertainment · Saudi Arabia · 2025
The capital, on the board.
Positioning Riyadh's own edition of the world's best selling board game as a tool for financial literacy and youth ambition.
languages for the launch, English and Arabic
partners on the board: KAFD, Diriyah, Saudia, Banque Saudi Fransi and STC
regional titles covering the launch, from Arab News to Okaz
The challenge
More than a board game.
For KEAD Entertainment, Hasbro's licensee for Saudi Arabia, we positioned Riyadh's own edition of the world's best selling board game as a tool for financial literacy and youth ambition, not just a game.
What we did
A launch in two languages.
Working with partners including KAFD, Diriyah, Saudia, Banque Saudi Fransi and STC, we ran the June 2025 launch at the KAFD Conference Centre in English and Arabic.
A game about money, with a lesson in it.
The results
One launch, eight headlines.
June 2025
Riyadh's own edition launches at the KAFD Conference Centre, in English and Arabic.
June 2025
Coverage follows in Arab News, Gulf Business, Saudi Gazette, Okaz, Al Arabiya English, The National, Khaleej Times and Gulf News.
Where Riyadh Monopoly was heard
