McDonald’s Launches Virtual World “My Happy Place”
Fast food giant McDonald’s has launched a virtual world platform called “My Happy Place” in the Singapore region, where users can experience games and collect prizes.
This virtual world was created by McDonald’s in collaboration with Bandwagon Labs, the metaverse division of entertainment media technology company Bandwagon. Clarence Chan, the founder of Bandwagon Labs, described “My Happy Place” as a multiplayer game where players can meet each other in the virtual world. He also described the space as a canvas, as all users can showcase their creativity. In addition, “My Happy Place” offers daily rewards and various missions to attract users’ participation.
For example, there are games where users can create hamburgers, design future McDonald’s restaurants, and participate in the “Discount Wheel” challenge. These activities not only provide entertainment experiences but also allow users to directly redeem discounts and prizes in real life.
“My Happy Place” has also incorporated Web3 technology to enhance security, functionality, and support the use of digital collectibles. Chan explained that by integrating wallet hosting services like MetaMask, users can securely verify their identity and participate in “token holder exclusive” activities.
According to reports from foreign media, this project will undergo a one-month trial operation from June 6th to July 7th, and the effectiveness during this period will determine whether similar plans will be implemented in the future.
Further reading:
IKEA Joins Roblox Game Platform! “Virtual Store” Hiring Employees with Salaries?
Third-party Platforms May Limit Brand Metaverse Experiences?
What sets “My Happy Place” apart is that it differs from most metaverse experiences hosted on third-party servers (such as Roblox and Decentraland). Bandwagon Labs has assisted McDonald’s in creating its own “in-app” virtual world, giving the brand full control. Users can simply download the international version of the McDonald’s app and select the Singapore region to access the platform.
Chan pointed out that one of the current issues with metaverse experiences is that many virtual spaces rely on third-party hosting, which can limit the platform’s flexibility since actual control is not in their hands. This approach is likely to face technical bottlenecks, functional limitations, or unstable platform operations, thereby affecting user experience and innovation capabilities.
Furthermore, Chan also mentioned that users entering the metaverse sometimes do not receive tangible rewards, which can lead to disappointment or a lack of interest among a large portion of the audience.
However, Chan believes that metaverse technology still holds great potential, but attracting more users and increasing their engagement is the fundamental problem that needs to be addressed.
“Our vision is to create a world that delights customers and establishes deeper connections with them for every brand,” said Chan in an interview with foreign media.
Source:
Technode, CoinTelegraph