McDonald's games, inside its own app
McDonald's came to livewall to raise customer loyalty. The answer was branded games inside its own app. A minute of play produces a coupon, and the coupon is a reason to walk into a restaurant.
The games, and where they sit
Hyper casual games run on one rule: anyone can play straight away. No tutorial and no learning curve, which suits a restaurant app where nobody arrives looking for a game.
The ones built for McDonald's include FriesHit, McFlurry Slice Game, Cadeau Kalender Game and Spot The Ball. Each sits inside the McDonald's app itself rather than on a campaign site. There is nothing to download and no account to create.
Why a coupon
The games hand out coupons, which gives a played round somewhere to go: a restaurant. That is also how the games raise visitor numbers rather than only interaction.
Two strategies decide who gets one. Either the first set number of players win, which rewards turning up early. Or the coupon depends on how well someone played, which rewards playing properly. The first creates a rush, the second gives a reason to keep going.
One build, every market
McDonald's opened its first European restaurant in the Netherlands in 1971, and there are now more than 250 in that country alone. A game that works in one market only is a game most of the business cannot use.
That is what the McAppStore is for. It works as a webshop where McDonald's locations in different countries buy the games that already exist. They then adapt them on the GMA lite platforms for their own market. New games are added over time and older ones are refreshed.
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