Singapore’s entertainment media tech company Bandwagon, through its metaverse arm Bandwagon Labs, has partnered with McDonald’s Singapore to launch an immersive web-app-based experience on Thursday.

This initiative marks the first time a fast-food company has pioneered such an innovative venture in the metaverse, Bandwagon said in a statement.

According to the statement, the ‘My Happy Place’ metaverse experience includes a variety of engaging games, such as Build-A-Burger, envisioning future McDonald’s restaurant designs, and participating in daily challenges at the Wheel of Deals.

This will also allow users to redeem real-life deals and prizes directly within the platform, blending virtual entertainment with tangible rewards.

Unlike most metaverse experiences hosted on third-party servers like Roblox and Decentraland, Bandwagon Labs has enabled McDonald’s to create its own “in-app” metaverse land, granting the company full control over its virtual environment.

This move not only enhances customization but also bolsters data security and privacy, a key differentiator for Bandwagon Labs.

“It’s super exciting to have McDonald’s as the first brand using BW.LAND, our lightweight metaverse with Web3 capabilities,

“Our vision is to give every brand a world which delights and builds stronger connections with their customers,” said Clarence Chan, Founder of Bandwagon Labs.

“Having done over 14 metaverse activations and clinching 5 industry awards since 2022, we addressed many of the pain points brands were having with existing metaverses and created a solution which can integrate natively and allow brands to engage their customer within the platforms they own,

“McDonald’s is our favorite brand, and we love how they have unlocked new experiences through their app! We look forward to users in Singapore stepping into the universe of fun with My Happy Place,” he added.

Cited, the statement highlighted that 52.5 percent of McDonald’s customers in Singapore City are aged 25-34.

It said the new metaverse platform is designed to engage this tech-savvy, gaming-inclined demographic, reinforcing McDonald’s dedication to innovation and immersive brand experiences.

“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,

“Working with Bandwagon Labs has enabled us to pioneer new frontiers in digital collectibles and today a metaverse right through the McDonald’s app,” said Drina Chee, Senior Director, Marketing & Digital Customer Experience at McDonald’s.

Bandwagon Labs especially emphasizes on increased compatibility for seamless gameplay on any device with a web browser.

Users can easily log into My Happy Place through the McDonald’s app, without requiring any digital wallet sign-in, simplifying the onboarding process for easy access.

Last year, Bandwagon Labs helped McDonald’s launch 2,000 unique Grimace non-fungible tokens (NFTs) as limited-edition collectibles, introducing fans to the world of NFTs.

Its Web3 token gating feature will remain on its metaverse, offering exclusive wearables for Grimace Digital Collectible holders, a Secret Island for holders, and the ability to display Grimace portraits in the Restaurant of the Future.

As the Web3 market evolves, the statement said the partnership between Bandwagon Labs and McDonald’s represents a strategic investment in future customer engagement.

It said by gamifying shopping experiences and incorporating immersive elements, this collaboration aims to foster loyalty, encourage repeat visits, and build vibrant communities within the metaverse.

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