Stake is a real estate start-up that deals with properties through Fractional Ownership. “Owning a small part of a house? What’s up with that?” That’s right, it’s not an easy concept to grasp from the get-go. So, the briefing was “how could we educate our audiences about Fractional Ownership, with a small, start-up-level marketing budget, and get people to engage with Stake and download our app?”

The same way Stake is flipping the real estate industry, we’ve decided to flip the most popular real estate boardgame in the world, Monopoly. The widely understood game can now be played with Fractional Rules and unlike with Monopoly - in which you can have just one winner - with Manyopoly, well…many more people can come out as winners in the same game.

Democratising real estate investment means reaching the widest number of people possible. And instead of investing a huge amount of money in educational content and paid media, we’ve decided to tap into a pop icon and literally play with it: Monopoly. This way, we found the perfect vehicle to run our unique selling proposition of Fractional Ownership with minimum friction and maximum impact.

Created in collaboration with World Champion Nicoló Falcone, this unofficial expansion pack includes fractional little house tokens, new rules, and cards and is meant to be played with the Dubai edition of Monopoly. Implemented between December 2023 and January 2024, Manyopoly was sent them to dozens of real estate influencers, promoted in popular consumer facing real estate websites, Stake’s own social media channels and landing page, where people could register their interest and then pre-order the Manyopoly box.

- Sold Out Pre-Orders;

- Estimated media reach of 25 million people;

- App downloads increased by 24% when compared to previous period.