McDonald’s Launches Metaverse Experience in Singapore

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McDonald’s has introduced a metaverse experience called “My Happy Place” for its customers in Singapore, offering various interactive activities and rewards, particularly for holders of Grimace NFTs.

Drina Chee, Senior Director of Marketing & Digital Customer Experience at McDonald’s Singapore, said, “We’re excited to launch McDonald’s Singapore’s first digital experience. Our customers can dress their avatars in McDonald’s outfits, design their dream restaurant, and win daily phygital rewards, elevating how they experience McDonald’s.”

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Developed in partnership with Bandwagon Labs, this virtual world is accessible through the McDonald’s Singapore app, “My Happy Place” uses Bandwagon’s BW.LAND technology.

This initiative follows McDonald’s Hong Kong’s 2023 launch of McNuggets Land in The Sandbox. Within this 3D environment, users can play the Build-A-Burger game, design future McDonald’s restaurants, and take part in daily contests via the Wheel of Deals, which provides real-life food deals and prizes.

In 2023, McDonald’s Singapore and Bandwagon Labs released 2,000 Grimace NFTs, distributed for free through the McDonald’s app. These “soulbound” tokens, minted on the Ethereum scaling network Polygon, are non-transferable and come with special features in the metaverse.

Grimace NFT holders have access to exclusive in-game items, a secret island, and the ability to display Grimace-themed artwork in the Restaurant of the Future within “My Happy Place.”