The Hasbro executive?s session, ?Mobile: the Modern Day Gold Rush,? looked at how Hasbro brands, such as Monopoly and Scrabble, have endured digital advances by giving fans the ability to change the game. 

The session also included insights on how mobile is blurring the lines of social, commerce, media and life in general.

?As marketers, you have to understand that the traditional pattern does not exist,? said Victor Lee, vice president, digital, Hasbro.

In the past, marketers would run a commercial on a popular television show, like M*A*S*H, and it would get attention because the United States had just three television networks.

?The entire family would watch it, Mom, Dad, grandmother, the dog, the kids, and that was it,? Mr. Lee said. ?It was a marketer?s dream. It was easy. Maybe one ad, run it on local, it was simple. 

?What has happened now is we?ve given the deer the ability to fire back at us.?

Hasbro has proven a nimble innovator as it strives to keep decades-old products relevant when today?s smartphones are entertainment centers. 

In August, Hasbro addressed a threat to traditional board games from popular video games by updating its iconic Monopoly with a mobile application that links to users? Facebook profiles, intending to entice families that are all-around more tech-savvy than ever before.

To promote the game?s new components, Hasbro teamed with YouTube sensations the Holderness family to execute a video explaining the use of the app. Players use the app to import their Facebook pictures and print them to be used while playing the game. 

Users create a basic account on the app or link the app directly to their Facebook profiles. Players then select photos they want to use from their mobile device or Facebook albums.

Photos are placed onto sticker sheets, which can then be printed and used to personalize users? game boards. 

Hasbro has prioritized the mobilization of many of its products.

Last year, Hasbro sold one million of its Telepods figures, allowing kids to blend the physical and virtual by teleporting real-life figures into mobile applications.

Hasbro also launched its first line of Telepods for Rovio Entertainment and Lucasfilm?s Angry Birds Star Wars II, and geared up for a new line of Telepods for Angry Birds Go!, a new Rovio app. When a child bought a set of Telepods, he could then access a feature within the Rovio app, place the Telepod on the device?s camera and teleport the Telepod into the app for play.

??We have the power to say something,? Mr. Lee said. ?We have the ability to dictate marketing. 

?Mobile isn?t an interruption,? he said. ?When you grab your phone in the morning and say I?ve got to check Facebook, it isn?t an interruption.?