The game underwent numerous updates over the years. The early emphasis on money to determine the winner had been “indicative of what sold in that era,” George Burtch, the former vice president of marketing for Hasbro, which acquired Milton Bradley in 1984, said in a phone interview.
As times changed, so did the game, with players encountering midlife crises and being rewarded for good deeds, like recycling the trash and helping homeless people.
“Reuben was very receptive to the changes — in fact he was often the impetus for them — because he was a businessman,” Mr. Burtch said.
“He understood that the Game of Life was not just the game that he invented; it was a brand,” he added. “And for a brand to remain viable, it has to evolve. It has to reflect the market conditions of the time.”
But as Jill Lepore wrote in The New Yorker in 2007, the redesign teams always had a hard time addressing the fundamental criticism of the game — that the only way to reward a player for virtuous acts was with money: “Save an Endangered Species: Collect $200,000. Solution to Pollution: $250,000. Open Health-Food Chain: $100,000.”
And so the company’s 2007 overhaul, the Game of Life: Twists & Turns, was almost existential. Instead of putting players on a fixed path, it provided multiple ways to start out in life — but nowhere to finish. “This is actually the game’s selling point; it has no goal,” Ms. Lepore wrote. “Life is … aimless.”
That is from an excellent NYT obituary of Reuben Klamer, who invented the game of Life, in addition to numerous other achievements.