McDonald’s France is expanding its digital ecosystem with the launch of a new interactive mobile game designed to strengthen user engagement on its McDo+ application. Developed as part of the brand’s broader digital transformation strategy, the game introduces a playful and immersive way for customers to interact with McDonaldland’s iconic universe while earning real rewards.
A game built around McDonaldland heritage
Titled Course Givrée, or Frosty Race, the experience was created by Razorfish and produced by makemeplay, the gaming division of creative technology studio makemepulse. The project draws inspiration from McDonaldland, the imaginative world first introduced in the 1970s and populated by well-known characters such as Grimace, Hamburglar, Birdie, and the Fry Kids.
Players take on the role of Grimace, the beloved purple mascot who has recently enjoyed renewed popularity in global pop culture. Riding a snowmobile through a wintery McDonaldland landscape, users must collect blueberries, the signature ingredient of Grimace’s famous milkshake, while navigating a series of increasingly challenging obstacles.
Simple mechanics with strategic depth
The objective of the game is straightforward: accumulate as many points as possible by gathering berries along the route. Higher scores unlock additional seconds in a bonus phase called the Mega Jump, where players can collect an avalanche of virtual milkshakes and significantly boost their performance.
Despite its accessible concept, Course Givrée requires quick reflexes and precision. Gamers must avoid hazards such as ice blocks, frozen pits, roadside signs, and slick caramel streams. The design focuses on short, repeatable sessions that encourage frequent participation.
Beyond entertainment, the game integrates directly with the McDo+ platform. Each week, top-performing users can convert their achievements into exclusive rewards available through the app, creating a tangible incentive for continued play.
Strengthening a growing digital platform
The launch of Course Givrée builds on the momentum of the McDo+ app, which was introduced in 2025 and has since become a central pillar of McDonald’s France digital strategy. The application has recorded more than 14.5 million downloads and currently attracts around 450,000 daily unique users.
Through features such as geofencing for click-and-collect services and in-app table ordering, McDonald’s has steadily enhanced the convenience of its digital customer journey. The new game represents a further step in transforming the app from a transactional tool into an engaging lifestyle platform.
According to the digital management team at McDonald’s France, the initiative reflects a desire to deepen the relationship with customers. “We are offering an interactive experience that goes beyond the simple transaction. Course Givrée allows us to embrace our consumers’ cultural codes through our iconic mascots, while sustainably increasing engagement with our digital platform,” the team explained.
Creativity at the core of engagement
For makemepulse, the project demonstrates how mobile gaming can reinforce brand identity when executed with authenticity and care. Nicolas Rajabaly, co-founder and chief creative officer of the studio, highlighted the importance of translating McDonaldland’s legacy into a modern format.
“With Course Givrée, the ambition was to create something simple, joyful and instantly playable but built with real attention to detail,” he said. “McDonaldland already carries strong cultural equity, and the opportunity was to convert that into mechanics that feel fun, rewarding and true to the brand.”
He added that well-designed mobile experiences have the power to go beyond momentary amusement. “When mobile gaming is done right, it becomes more than entertainment. It becomes a reason to come back,” Rajabaly noted.
A new approach to customer loyalty
By blending nostalgia, gamification and practical rewards, McDonald’s France is positioning Course Givrée as more than just a promotional tool. The initiative illustrates how major brands are rethinking loyalty programs, using interactive content to build deeper and more frequent connections with consumers.
As digital platforms continue to play a decisive role in the fast-food industry, McDonald’s France appears determined to remain at the forefront of innovation, combining technology and creativity to enhance everyday customer experiences.
