The Macca’s Monopoly experience is making a grand return to Australia and New Zealand for seven weeks with an exciting new twist: a fully ticketless gameplay option. This year, players will skip the traditional peel-off tickets and instead find digital tickets instantly in their ‘stash’ within a new stadium-inspired game world, enhanced by Akcelo’s cutting-edge UI design.
This digital transformation is powered by iWin, the proprietary game engine developed and managed by global marketing agency tms. The new mobile game immerses players in a dynamic arena featuring live digital billboards showcasing prize winners from across the country. Instead of peeling physical tickets, players will experience thrilling digital ticket reveals, seamlessly collecting properties, unlocking Chance cards, and redeeming prizes directly through the app. The game also introduces three immersive 3D mini-games, including a motorcar stadium race and a skydive into a prize-filled pool.
In Western Australia and Tasmania, all Monopoly items will be digital-only—no printed tickets will be used. This world-first trial highlights the potential of digital ticketing. Customers in these regions will receive digital tickets when purchasing eligible items through the MyMacca’s app. After ordering at the Drive Thru, Front Counter, or Kiosk, customers simply share their MyMacca’s Rewards code. Digital tickets will also be available for eligible orders made through the MyMacca’s app, including McDelivery.
For other Australian states, digital tickets will be featured on a limited selection of products alongside traditional physical tickets, allowing customers to experience both methods of play. In New Zealand, only printed tickets will be available.
The trial in Western Australia and Tasmania showcases the full capabilities of the MyMacca’s app ecosystem. To add excitement, customers in these regions will receive a bonus instant win prize with their first three eligible orders, in addition to their digital tickets.
This marks the ninth year of partnership between tms and McDonald’s Australia & New Zealand, utilizing tms’s iWin technology to deliver engaging customer experiences like the new Monopoly digital ticket system and the earlier Surprize Fries campaign.
Tobi Fukushima, National Marketing Manager at McDonald’s Australia, stated, “We’re offering our customers incredible value with chances to win cars, travel, fashion gift cards, free food delivery for a year, and more. The introduction of digital tickets makes the game more exciting than ever. With a one in four chance to win, download the MyMacca’s app and start playing today!”
Stu Nyman, Digital Client Engagement Lead at tms, added, “Revamping the beloved Monopoly peel experience was challenging, but our goal is to adapt to customer habits and expectations. We’ve pushed the boundaries of technology to create a seamless, exciting experience that elevates the classic game.”
Aden Hepburn, Co-founder and CEO at Akcelo, said, “This year’s game is a world-first for Macca’s. We’ve developed a fully digital experience that immerses players in an amazing gaming world, aligning with the iconic brand’s legacy.”
To promote the event, DDB Sydney has launched a playful campaign featuring a mock news platform, the ‘Winning Season News Network.’ The campaign includes interviews with past winners, a behind-the-scenes look at the prize warehouse, and daily updates from Mr. Monopoly.
The campaign runs in restaurants until Tuesday, 22nd October 2024, and is supported by Creata for prize partnerships and fulfillment, OMD for media planning and buying, Digitas for emails and push notifications, Mango for PR, and Fuze NZ for social media content.
