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The online universe allows customers in Singapore to unleash their creativity on the platform and explore various activities to earn rewards daily.
Popular American multinational fast-food chain McDonald’s has teamed up with Bandwagon Labs, a subsidiary of an entertainment media company focused on the metaverse, to create a Web3 experience for customers in Singapore.
In an announcement on Thursday, the company’s Singapore branch launched its metaverse called “My Happy Place,” allowing Singaporeans who enjoy its burgers, chicken nuggets, and Egg McMuffins to explore the online universe.
Users can create digital versions of their favorite menu items in the form of non-fungible tokens (NFTs) and digital avatars.
A Creative Palace
My Happy Place is designed in collaboration with Bandwagon Labs to serve as a multiplayer universe where customers can interact with their friends and other players worldwide. However, McDonald’s retains full control over the in-app metaverse.
According to the announcement, the online universe will be open to the public starting either on Thursday, June 6, or Friday, in the pilot phase. The trial has been scheduled to last for four weeks starting from the day of launch.
The fast-food giant said that the outcome of the trial will determine whether it will continue with the product or discontinue the services entirely. If successful, McDonald’s plans to introduce more features to make the metaverse more engaging and interesting for users.
Currently, the online universe allows customers in Singapore to unleash their creativity on the platform and explore various activities to earn rewards daily. The metaverse is filled with daily challenges that trigger a reward mechanism upon completion.
The Technology Behind My Happy Place
Clarence Chan, the founder of Bandwagon Labs, explained that the development of “My Happy Place” involved utilizing advanced Web3 technologies to enhance security, functionality, and the use of digital collectibles within the new metaverse.
“By integrating wallet hosting services like MetaMask, we enable users to securely authenticate their identity and participate in token-gated activities within the metaverse,” Chan said.
Based on his personal experiences with the metaverse, Chan believes that the online universe could be a vital tool for customer retention and fan engagement. However, he highlighted that metaverse experiences are often hindered by third-party hosting, a problem that he claims has been resolved for “My Happy Place” by Bandwagon Labs.
According to him, Bandwagon Labs addressed the issue of third-party hosting for McDonald’s, allowing fans to interact with the platform and their friends without any centralized entity.
“Not only can users engage and play with their friends, but they can also win tangible rewards, such as fries, by participating in our platform,” he added.
McDonald’s Entry into the Metaverse
McDonald’s began its metaverse journey in 2022 when it filed a patent application to operate “a virtual restaurant online featuring home delivery.
Since then, the fast-food giant has been actively involved in the metaverse. Notably, in June 2023, during the 40th anniversary of the Chicken McNugget, which was first sold globally in 1983, the company launched “McNuggets Land” on the online gaming platform Sandbox for its Hong Kong market. The metaverse has an online store where users can explore a hidden factory and take a tour through the history of the popular chicken snack.
The company said gamers can play and complete quests to win rewards, such as The Sandbox (SAND).
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