Published by Sue Johns-Chapman
Published Date 24.04.2025 
We’re thrilled to share some exciting news – Moloco has been named a finalist in the “Stand Out Platform” category of the UK Digital Excellence Awards 2025!
This recognition highlights our partnership with gaming developer Scopely, particularly our work on their highly successful Monopoly GO! launch. Being selected as a finalist validates our team’s hard work in helping companies use their own data more effectively to reach the right audiences.
What got us here
Our collaboration with Scopely shows what’s possible when machine learning meets advertising strategy. Previously, Scopely was using traditional advertising platforms that worked well enough but didn’t give them much insight into how their campaigns were actually performing.
By using our machine learning technology, Scopely was able to tap into their own valuable data to find and attract high-value users more efficiently. The results speak for themselves:
- Monopoly GO! reached 1 million installs in just 30 days
- The campaign exceeded return on ad spend targets by 2.6 times
- The game became the #1 mobile board game worldwide
These impressive results weren’t just about clever marketing – they came from our ability to help Scopely understand exactly who their most valuable players would be and how to reach them efficiently. Our machine learning platform identified patterns in user behaviour that would have been impossible to spot manually, allowing for much more precise targeting than traditional approaches.
Understanding the tech
At the heart of what we do is something called “operational machine learning.” While that might sound complicated, the concept is straightforward: we’ve built technology that continuously learns and adapts in real-time, making thousands of small improvements to advertising campaigns as they run.
Unlike traditional systems that need to be manually updated, our platform automatically processes new data as it comes in, spotting trends and opportunities instantly. For Scopely, this meant their campaign was getting smarter every day – learning which types of players were most likely to not just download Monopoly GO! but actually become regular, engaged users.
Why this matters
Currently, companies are often stuck using third-party data sources without getting clear insights into how their campaigns are actually working. What makes our approach different is that we help companies unlock the power of their own first-party data, giving them trust, transparency and control over their advertising.
This is especially important as digital privacy becomes more of a priority. Rather than relying on increasingly restricted third-party data, we’re helping companies make smarter decisions using the data they already own.
For mobile game developers like Scopely, finding the right players is everything. The mobile gaming market is incredibly competitive, with thousands of new games launching every month. Standing out requires not just a great game (which Monopoly GO! certainly is) but also the ability to put that game in front of the people most likely to enjoy it.
Our partnership with Scopely demonstrates how technology can bridge the gap between great product development and effective user acquisition. By delivering the right messages to the right potential players, Moloco helped ensure that Monopoly GO! didn’t just launch successfully but continues to thrive.
The bigger picture
Being named a finalist for the UK Digital Excellence Awards represents more than just recognition for a single campaign. It validates our core belief that machine learning shouldn’t be reserved for tech giants with massive data science teams – it should be accessible to companies of all sizes who want to grow.
At Moloco, we’ve built our entire company around the idea that data becomes truly valuable when it’s activated intelligently. Whether you’re launching a mobile game like Scopely, running an e-commerce marketplace, or building a streaming service, your first-party data contains insights that can transform your business – if you have the right tools to unlock them.
The Scopely success story is just one example of what’s possible when companies embrace this approach. We’re seeing similar results across different industries, as more businesses discover the power of applying machine learning to their unique data assets.
Looking forward
This nomination reinforces that we’re on the right track in our mission to make machine learning accessible and impactful for advertisers of all kinds, and we’re honoured to be recognised alongside other innovators in digital excellence.
We wish all the finalists the best of luck and look forward to the big night!
