MONOPOLY GO! is putting play with purpose at the heart of its latest campaign, partnering with the RSPCA this February to spotlight the life-changing power of play — not just for people, but for rescue animals too.
The globally popular mobile game from Scopely has launched a special in-game Pets Season, combining entertainment with real-world impact to raise awareness of how enrichment and play help rehabilitate animals preparing for rehoming.
And the timing couldn’t be more important.
New Research Reveals a Surprising Gap in Understanding
According to a new survey of 2,000 UK adults, while 82% of people believe having fun is essential for their own wellbeing, only 22% recognise the importance of play in preparing rescue animals for adoption.
Nearly 70% (69%) understand that rescued animals need food, warmth and shelter to recover — but just 36% see play as a way to reduce stress and support rehabilitation.
That gap is something the RSPCA — the world’s oldest animal welfare charity — is working hard to close.
Frontline staff witness the impact of enrichment daily. From Cleo the Staffy enjoying tug-of-war at RSPCA Cotswolds, to Iris the football-loving rabbit at Ashley Heath Centre tossing a ball around, these moments of joy can help reduce anxiety, build trust and allow animals’ personalities to shine.
As Lauren Bennett, Scientific and Policy Officer at the RSPCA, explains:
“Play is so much more than just fun for pets, it’s a vital part of helping many animals to exhibit natural behaviours, build trust and get ready for their forever homes.”
Why Play Is More Than Just Fun
The research also revealed that while four in five (82%) pet owners play with their animals every day, many still see it primarily as entertainment rather than an essential part of recovery.
Interestingly, 41% admit they regularly spend more on toys and treats for their pets than on fun things for themselves, showing a strong willingness to invest in their animals’ happiness — and a clear opportunity to deepen understanding of the physical and emotional benefits play provides.
Enrichment activities can:
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Reduce stress and anxiety
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Build confidence
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Encourage natural behaviours
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Improve physical health
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Strengthen bonds with humans
In rescue environments especially, these factors can significantly improve an animal’s chances of successful rehoming.
Turning Virtual Play Into Real-World Impact
As part of the collaboration, MONOPOLY GO! has introduced a limited-time Pets Season within the game, running from 4 February to 4 March.
Players can take part in a community challenge: if they collectively pass GO more than five million times, MONOPOLY GO! will increase its donation to the RSPCA.
The initiative also taps into another key insight from the research: 85% of people want to support charities close to their hearts but feel they can’t currently afford to donate. The campaign provides a way to contribute simply by playing.
“At MONOPOLY GO!, play sits at the heart of everything we do,” says Sophie Young, VP of Regional Marketing for MONOPOLY GO! at Scopely. “Our partnership with the RSPCA allows us to extend that idea beyond the game to highlight how everyday moments of play can support animals on their journey to recovery and rehoming.”
The collaboration reflects a growing movement in gaming culture, where entertainment intersects with social impact — something we’ve previously explored in our tech features on gaming and digital trends.
Mark Wright Hosts ‘Pawsome News’
Beyond the app, MONOPOLY GO! is launching Pawsome News, a short-form, feel-good series hosted by TV and radio presenter Mark Wright, celebrating rescue animals and the power of play.
The series offers behind-the-scenes insight into RSPCA centres across England and Wales, spotlighting the animals and teams dedicated to their care.
It’s a smart move in a nation obsessed with pet content. Over half of Brits (52%) share pet photos or videos at least once a week, and one in 10 (11%) do so daily.
Mark Wright, Campaign Ambassador, said:
“Pets have always been a huge part of my life, so getting involved with this project with MONOPOLY GO! and RSPCA has been really special. People don’t always realise just how powerful play is for pets that have had a tough start.”
How to Get Involved
The MONOPOLY GO! Pets Season is now live, featuring:
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A brand-new pet-themed sticker album
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New boards
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New characters
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Pet-inspired mini-games
Players can download or update the game via the official MONOPOLY GO! website and start passing GO before 4 March to help boost the donation to the RSPCA.
Whether you’re a daily player or just discovering the game, this campaign proves that play isn’t just escapism — it can be a powerful force for good.
And for rescue animals waiting for their forever homes, that could make all the difference.
