We created an unprecedented online game for people across the UK to play en masse. The real streets of London were our playing board.Twelve real London taxis fitted with GPS devices acted as our playing pieces. Their daily movements synched directly into the online game engine.Players chose properties, and as taxis passed them, players' cash grew. They were playing the game live and for real, constantly paying attention to the new board locations.

The figures speak for themselves:190,000 game plays in just 28 days.100,000 opt-ins to receive further contact from Hasbro.£2m worth of PR, 5 x campaign cost.Sales at levels akin to Christmas right from launch.#1 Family Game from June.New Monopoly was named 'Game of the Year 2005.'