McDonald's Singapore recently launched My Happy Place, a metaverse experience accessible through its official app. Unveiled in June 2024, the virtual world allows users to play games like Build-A-Burger, design future McDonald's restaurants and participate in daily contests for real-life food deals and prizes. Users can also dress their avatars in McDonald's outfits.
The experience builds on a prior initiative — last year, McDonald’s Singapore released a collection of 2,000 NFTs of Grimace, one of the brand’s mascots, which exploded among Gen Zs. Grimace NFT holders will now receive special perks in My Happy Place, including exclusive wearables, access to a secret island and the ability to display Grimace portraits in their digital restaurants.