This paper posits to provide a comparison between the games and the branding process that takes place in the everyday business environment. The interactions that take place in the monopoly game can be compared to the branding processes that occur in the real-life business environment. The game of monopoly has a long as well as complex ambiguous history. However, the game has been compared to diverse fields, particularly the real estate industry. However, the creators of the game had a completely different principle in mind.  Before the advent of monopoly, there was the landlord’s game. This was a board game intended to promote and teach Georgism. Georgism is an economic perspective that alleges that land cannot be privately owned, but belongs to the community.  Henry George was a political economist of the 19th century who alleged that real estate and industrial monopolists profit unfairly from both rising rents and land appreciation. To rectify this issue, George recommended a “single tax” on the landowners. Consequently, the Landlord’s Game was planned to demonstrate the ease with which property owners inflicted financial devastation on tenants. As a game with some significance, as well as a learning form of entertainment, the title depicts a serious game. Although Monopoly was produced to celebrate rather than grieve over land monopolies, the entertainment does display the power of the landlord, for better or for worse.

Don't use plagiarized sources. Get Your Custom Essay on
game and branding process in business
Just from $9/Page
Order Essay


However, recently this well-known game has linked itself with another facet evident in of industrial capitalism, in the form of advertising. Hasbro, in 2006,launched a version of the game of Monopoly known as Monopoly Here & Now. The new edition updates several things in regard to the 1930’s classic version of monopoly. This includes, changing the properties to contemporary properties that would be widely recognizable. For instance; Boardwalk was changed to Times Square, while Park Place was changed to Fenway Park. As an alternativeto paying luxury taxation, the contestant shells out for credit card debit. The electric company is deposed by cell phone services. Airports substitute railways. A player collects $2 million in Here & Now for passing Go.

Renaming the properties in the Monopoly game is definitely not new. Numerous unofficial and official affinity versions of monopoly game have been produced. There are several versions for different cities, towns, colleges, TV shows, and entertainment imaginable. But, Here & Now replaces the traditional game tokens with innovative, branded tokens. Currently there are Toyota Prius, a New Balance shoes, McDonald’s French Fries, Starbucks Coffee mugs, and a Motorola phone.  Additionally, there is a generic laptop, dog and an airplane.

Philip Orbanes, in his latest book Monopoly: The World’s Most Famous Game,provides details on the multiple editions of monopoly’s early retail version. The game’s well-known metal tokens are modeled after attraction bracelets, although they added to the cost of the game. In the course of the depression, entertainment was regarded as extravagance. Consequently, Parker Bros provided a simpler version that excluded the tokens, in order to minimize the cost of the product.

Usually Hasbro’s move would be dismissed as deliberately destructive and opportunistic. In any case, the branded tokens in Monopoly appear comparable to fixed in-game advertising such as the Honda component on the SSX3 snowboard courses.An article in the New York Times in regard to the new edition of monopolyreferred to the monopoly new version as a gigantic advertisement and criticized Hasbro for assuming the low road.

The historical connection between the monopoly’s cultural origins and the tokens should diminishthe reaction to the hybrid cars and metal fries. The brands utilized thereof did not request the advertising nor did they pay a placement fee for advertisement. In its place, Hasbro petitioned for those specific brands, to materialize in the game. Mark Blecher, Hasbro’s Senior Vice President, alleged that the branded tokens depict anillustration of the 21st century America. In so doing, Hasbro introduced the iconography of commercial commodities to monopoly. Indeed, other designs of advertising-freeoptions would have been achievable. Monopoly’s original tokens were comparable in shape and size to bracelet charms, therefore, a suitable contemporary update of the small tokens may have been Bluetooth earpieces, or SD memory cards. However, Hasbro’s perception was that branded commodities bear remarkable cultural currency. Here & Now utilizesbranded tokens to characterize its game world. This game world refers to the modern corporate culture, in contradiction of the original game’s baron world.

Realism and Branding

Through Monopoly Here & Now there are several lessons that may be learnt that would be applicable to advertising in regard to commercial videogames. The majority of developers focus on thesuitability of brands in regard to games. Large publishers also demonstrate their reluctance to trade in in-game space even when the premiums are high. A number of players and developers are of the opinion that branding is suitable when it develops realism in the game. This theory is typically cited in reference to sports and urban settings, which are overwhelmed with advertising in the real-life world. Realismwould therefore mean visual authenticity, or correct appearances. However, Monopoly Here & Now doesnot embrace brands for appearance. Instead, Monopoly Here & Now embraces the brands to insert contemporary social ideals to the game.

Besides promotion, in-game advertisement and product placements have the potentiality to bear the cultural benefits of the brands which mark them. Such incorporationindicates a design strategy dissimilar from visual legitimacy. Nevertheless, it doesnot matter significantly whether sports arenas and billboards bear real advertisements or bogus ones. In its place, brands may be utilized in the service of the legitimacy of practice. Brands are usually built around aspirations, values, experiences, ideas, and history. Consumers make linkages with brands when the two are in specific contexts.


Brands’ cultural principles can still be utilized as a connection between game mechanics and visual appearance. In a number of cases, it may be simpler for a participant to comprehend the behavior of a character, idea, or situation when facets of that behavior would be offloaded from the game-simulation into a branded service or product.

By emulating the producers of Monopoly Here & Now, contemporary game designers ought to recognize that there may be occasions when advertising would actually develop a design. Advertisingmay be utilized in exploiting cultural pre-conceptions in regard to well-known items that consequently serve as shorthand for facets of the game world. Thatkind of mind-setfavors in-game advertisers, thus making advertising an apparatus in the designer’s hands, instead of in the hands of the agency, network, or brand.



Get Professional Assignment Help Cheaply

Buy Custom Essay

Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?

Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.

Why Choose Our Academic Writing Service?

  • Plagiarism free papers
  • Timely delivery
  • Any deadline
  • Skilled, Experienced Native English Writers
  • Subject-relevant academic writer
  • Adherence to paper instructions
  • Ability to tackle bulk assignments
  • Reasonable prices
  • 24/7 Customer Support
  • Get superb grades consistently

Online Academic Help With Different Subjects


Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.


Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.

Computer science

Computer science is a tough subject. Fortunately, our computer science experts are up to the match. No need to stress and have sleepless nights. Our academic writers will tackle all your computer science assignments and deliver them on time. Let us handle all your python, java, ruby, JavaScript, php , C+ assignments!


While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.


Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.


In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.


Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.


We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!


We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.


Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.

What discipline/subjects do you deal in?

We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.

Are your writers competent enough to handle my paper?

Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.

What if I don’t like the paper?

There is a very low likelihood that you won’t like the paper.

Reasons being:

  • When assigning your order, we match the paper’s discipline with the writer’s field/specialization. Since all our writers are graduates, we match the paper’s subject with the field the writer studied. For instance, if it’s a nursing paper, only a nursing graduate and writer will handle it. Furthermore, all our writers have academic writing experience and top-notch research skills.
  • We have a quality assurance that reviews the paper before it gets to you. As such, we ensure that you get a paper that meets the required standard and will most definitely make the grade.

In the event that you don’t like your paper:

  • The writer will revise the paper up to your pleasing. You have unlimited revisions. You simply need to highlight what specifically you don’t like about the paper, and the writer will make the amendments. The paper will be revised until you are satisfied. Revisions are free of charge
  • We will have a different writer write the paper from scratch.
  • Last resort, if the above does not work, we will refund your money.

Will the professor find out I didn’t write the paper myself?

Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.

What if the paper is plagiarized?

We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.

When will I get my paper?

You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.

Will anyone find out that I used your services?

We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.

How our Assignment  Help Service Works

1.      Place an order

You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.

2.      Pay for the order

Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.

3.      Track the progress

You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.

4.      Download the paper

The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.

smile and order essaysmile and order essay PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET A PERFECT SCORE!!!

order custom essay paper