Close to 100 Mr. Monopolys descended onto the streets of Central London Sunday in a live treasure hunt organized to celebrate the launch of Hasbro’s new Monopoly Empire board game.

Hundreds of consumers took part in the race to be the first to find the top-hatted mogul and claim one of the free 100 prizes, which included Xbox 360 consoles, Fender guitars, Spotify vouchers, Samsung digital cameras and Beats by Dre headphones.

Many of the prizes were based on the 22 brands that appear in the new version of the classic board game.

For more details on Monopoly Empire, click here.