All the sessions from Transform 2021 are available on-demand now. Watch now.


Activision announced today that it is launching a Skylanders Monopoly board game in partnership with USAopoly.

Under license from Hasbro, USAopoly will take the Skylanders video game franchine into stores as a board game based on Monopoly. It raises the question as to whether this is smart merchandising by Activision or a sign that the popular kids franchise is getting overexposed.

You can expect to see more marketing deals like this as big corporations battle each other in the hybrid toy-game transmedia market. Skylanders combines video games such as Skylanders Giants with action toy figures that are sold in stores. Disney is entering that market with its Disney Infinity hybrid toy-game products in August . Fans may react enthusiastically, or they may get sick up it.

Zynga also entered the market through a partnership with Hasbro. Skylanders have generated more than $1 billion on toy and game sales in the past couple of years. In this game, Thumpback’s Thundering Tide Pool and Zap’s Lightning Race Track take the prime property locations typically occupied by Boardwalk and Park Place. The game is available now on Amazon.com and specialty stores including Hastings, Entertainment Earth, and GameStop Canada. It sells for $39.99.

GamesBeat

GamesBeat's creed when covering the game industry is "where passion meets business." What does this mean? We want to tell you how the news matters to you -- not just as a decision-maker at a game studio, but also as a fan of games. Whether you read our articles, listen to our podcasts, or watch our videos, GamesBeat will help you learn about the industry and enjoy engaging with it. How will you do that? Membership includes access to:
  • Newsletters, such as DeanBeat
  • The wonderful, educational, and fun speakers at our events
  • Networking opportunities
  • Special members-only interviews, chats, and "open office" events with GamesBeat staff
  • Chatting with community members, GamesBeat staff, and other guests in our Discord
  • And maybe even a fun prize or two
  • Introductions to like-minded parties
Become a member