McDonald’s Unveils Its Own Metaverse: Grimace NFT Owners Receive VIP Treatment
McDonald’s Singapore has introduced its very own metaverse world known as “My Happy Place,” accessible through the official McDonald’s app in partnership with Bandwagon Labs. Exclusive perks are offered to individuals who possess official Grimace NFTs that were launched in 2023.
The 3D virtual environment enables users to engage in activities such as playing Build-A-Burger, visualizing future McDonald’s restaurant designs, and participating in daily contests that provide real-world food deals and prizes through the Wheel of Deals feature. My Happy Place operates on Bandwagon’s proprietary BW.LAND technology, distinguishing itself from other metaverse platforms or games.
Drina Chee, Senior Director of Marketing & Digital Customer Experience at McDonald’s, expressed enthusiasm about the launch of the fast-food giant’s initial digital experience in Singapore. Customers have the opportunity to outfit their avatars in McDonald’s attire, create their ideal restaurant layout, and win daily phygital rewards, enhancing their McDonald’s encounter.
Last year, McDonald’s Singapore collaborated with Bandwagon Labs to release a series of 2,000 Grimace-themed NFTs. These NFTs, featuring unique designs of the purple character, were claimable through the local McDonald’s app and were distributed randomly. The tokens, referred to as “soulbound,” were non-transferable post-minting utilizing the Ethereum scaling network Polygon. Holders of Grimace NFTs now have access to exclusive features within My Happy Place through a token-gating mechanism. They can procure distinctive wearable items, explore a hidden island within the virtual world, and exhibit Grimace portraits in the Restaurant of the Future.
In addition, McDonald’s Hong Kong recently unveiled McNuggets Land in 2023, a temporary experience within the Ethereum metaverse game The Sandbox, offering NFTs and token incentives for participants.
Editor’s note: This article was generated with AI assistance and reviewed by Andrew Hayward for accuracy. Stay informed with the latest developments in web3 gaming by subscribing to the GG Newsletter for insights from gaming studios and influencers in the field.