McDonald’s France Amplifies Gaming Loyalty with “Rösti Fall”

Created by Razorfish and designed and developed by makemepulse, the game blends a retro visual identity with modern mobile gaming tech

Continuing the success of its McDo+ app, McDonald’s France are amplifying their gaming strategy with the launch of “Rösti Fall’, the latest gaming experience exclusively available on the McDo+ app.

Created by Razorfish and designed and developed by makemepulse, the game is inspired by the highly anticipated return of the 280 Rösti Burger.

With a colourful and dynamic art direction, the game blends retro references with contemporary mobile gaming codes. The design is driven by a pop aesthetic in 2D-3D flat design inspired by modern cartoons, with an original soundtrack paying tribute to video game classics like Donkey Kong and Crash Bandicoot, enhanced with sound effects created from McDonald’s products.

To access the game, users must use tokens obtained by purchasing products from the 280 Rösti range or convert their loyalty points. “Rösti Fall” launches players into a vertical fall through the world of the Fry Friends, the iconic mascots created in the 1970s. In this endless fall, players must rely on quick reflexes to avoid obstacles and collect bonuses. Replayability is driven by several mechanics designed to encourage players to return with bonuses that can be activated before each game, a new Fry Friend can be unlocked each week – each with its own special power and a national competition with a weekly leaderboard allowing top players to win prizes.

A spokesperson from the Digital Department, McDonald’s France commented: “With Rösti Fall, we continue our ambition to evolve McDo+ into an ever more engaging experience by immersing customers in the McDonaldLand universe. By combining loyalty, entertainment, and key product moments, we offer our customers a new brand touchpoint that is simple, fun, and highly replayable.”

“Rösti Fall is about turning engagement into something more emotional. By blending a strong visual identity with fluid gameplay, we created an experience that connects brand, play, and loyalty in a more natural way.”
— Nicolas Rajabaly, Chief Creative Officer, makemepulse.

With already 1.6 million McGamers, representing 11% of the app’s audience, and more than 6.2 million games played during previous activations, McDonald’s France is establishing itself as a pioneer in game-based loyalty.

Gamification is now a powerful lever for transforming a loyalty program into a relational experience. Its value lies in its ability to sustainably engage consumers and strengthen brand love.

Source: makemepulse

  App, Game, Launch, makemepulse, Marketing, McDonald’s, McDonald’s France, Mobile, Razorfish, Razorfish France