McDonald’s Monopoly returns with digital-only prizes via app

Monopoly at McDonald's Australia has returned with a new format, offering a revamped digital experience exclusively via the MyMacca's app.

For the next six weeks, customers will have a 1 in 3 chance to win prizes, with a guaranteed daily bonus win available for eligible players. This year's prizes range from a Tempur King Mattress and Pro Smart Adjustable Base, Bestway Tahiti Airjet Lay-Z-Spa, a 2025 Isuzu MU-X SUV, a rent or mortgage top-up of AUD $52,000, a year's worth of Uber Rides and Uber Eats, free McDonald's for a year, a AUD $10,000 Amazon.com.au gift card, to millions of McDonald's favourites.

The campaign departs from traditional ticketed gameplay, instead featuring a completely ticketless, in-app digital experience. Players will not find any physical Monopoly tickets on food packaging, marking a significant change from previous editions of the game.

Gameplay is now entirely managed through the MyMacca's app, designed by Akcelo and powered by iWin, a proprietary game engine developed by tms. The new digital format includes daily bonus prizes and an achievements feature aimed at enhancing user engagement and reward opportunities.

This year's approach builds on previous digital elements but moves exclusively to app-based participation, signalling the end of physical Monopoly tickets in the restaurant. Customers can participate by purchasing an eligible menu item using the MyMacca's app, providing their app code to a crew member, or entering it at a kiosk or drive-thru, and digital tickets will be delivered instantly within the app.

To publicise the return of Monopoly at McDonald's, the company has worked with Wieden+Kennedy Sydney to devise a new creative campaign. The campaign imagines Mr. Monopoly as an "icon of success", aiming to encourage fans to "play like a winner". The creative assets include 18 short films directed by Stefan Hunt, in which Mr. Monopoly is featured in various scenarios, such as recording podcasts, delivering keynote addresses, and speaking to fans on social media, all to share his "Fry Mindset".

Supporting content will appear across multiple platforms, including social media and out-of-home displays, where Mr. Monopoly provides affirmations for players, such as "Manifest Free Macca's" and "Win smarter not harder." Additionally, campaign activity will extend to radio, podcast integrations, partnership content, and CRM, with OMD and Digitas contributing to media amplification and personalised messaging strategies.

Content partnerships have also been established, including a collaboration with Pedestrian for an informative and humorous content series about the larger prizes and instructions on playing through the MyMacca's app. A series of live reads in partnership with comedians are also part of the campaign's podcast presence.

From a technical perspective, the iWin game engine - overseen by tms - facilitates the digital gameplay, and the app has been built to streamline participation and prize distribution. Creata is handling prize partnerships and fulfilment.

This year's Monopoly at Macca's is more than just a game - it's a fully reimagined experience designed to surprise, delight, and reward our customers every time they play. With a 1 in 3 chance to win, guaranteed daily prizes, and a seamless ticketless journey in the MyMacca's app, we're making it easier than ever to win. It's all about creating everyday moments of joy and engagement, whether you're a loyal fan or trying Monopoly for the first time.

This statement was made by Mary Vrancic, Senior Director of Marketing at McDonald's Australia.

The Monopoly at McDonald's campaign is also being reinforced through personalised customer relationship management, with players receiving email and push notifications as invitations to "play like a winner". Real-time data supplied by tms enables personalised communications within the app, aiming to keep participants engaged throughout the six-week promotion.

The list of partners involved in this year's campaign includes Wieden+Kennedy Sydney for creative, OMD Sydney for media, Digitas AU for CRM, Akcelo for digital and restaurant experience, and tms for the digital gameplay mechanics and prize platform. Prize partnerships and fulfilments are managed by Creata, with additional support from specialist agencies on production, animation, and public relations.