Each player that registered online started off with $3m (in Monopoly money) and, in the first weeks of the game going live, players could enter a competition to design buildings (using Google SketchUp) that would potentially appear in the game. Three winning buildings were voted for by the playing community and included in the final version.
The game launched on September 9, 2009 and, by the time it ended three months later on December 9, a whopping 5 million people (according to the Monopoly City Streets website) had played the game, buying nearly 9 million streets and constructing more than 175 million buildings. The top cities searched for by players looking to buy were New York, Paris and London – with Wall Street, Route 66, Broadway, 5th Avenue and Oxford Street being among the top searched-for streets .
Agency creative director: Matt Ross
Project creative director: Simon Richings
Art director: Matt Fenn, Tony Cianci
Copywriter: Matt Ross
Designers: Matt Fenn, Tony Cianci, Romain Brisson
Technical director: Matt Oxley
Technical lead: Paul James
Programmers: Christ Coetzee, Carlton Dickson, Nicole Schloeter, Ben Cooper-Holmes
UX: Brooke McPherson, Alex Vitty
Planner: James Broomfield
Account director: Sheerien Salindera
Project director: Ed Hornby
You can download the full version of the Creative Review Annual 2010 for the iPhone from the App Store.