McDonald’s Course Givrée

Course Givrée was designed and built by makemepulse as a premium in-app game, where play, progression and rewards are intrinsically linked and customers are invited to convert points into play. Built around a fast-paced runner mechanic and set within the McDonaldLand universe, the experience combines playful design, technical robustness and a clear reward structure. Resulting in a game that feels generous, repeatable and purpose-built for sustained platform engagement.

Turning loyalty into play

Designed for use beyond the restaurant, the McDo+ app brings together discovery, ordering and loyalty in a single platform. The opportunity was to extend this utility further and to explore whether gaming could become a meaningful way to connect play directly to rewards, creating a clear incentive for repeat engagement and long-term use.

A winter race through McDonaldLand

Course Givrée is a fast-paced runner in which Grimace races down icy slopes on a snowmobile, collecting blueberry milkshakes while avoiding obstacles. The gameplay is instantly playable, guided by a lightweight tutorial that gets players straight into the action. Beneath that simplicity sits a layered progression system: collecting milkshakes increases score and playtime, unlocking a “Mega Jump” bonus phase where skill, reflexes and precision make the difference.

The experience is built around a vintage cartoon aesthetic inspired by classic McDonaldLand, reinterpreted through contemporary design and technology. Animated interface elements, dynamic scoring and modular 3D environments create a playful yet readable world, supported by custom visual effects, bespoke sound design and an original soundtrack that adds rhythm and immersion.

Designed and built end-to-end by the gaming team, the system balances expressive craft with technical rigour. Handcrafted levels are combined with procedural variation to keep runs fresh while maintaining tight control over difficulty and progression. A live player behaviour dashboard enables ongoing adjustments to pacing, challenge and reward balance based on real gameplay data. Engineered to run reliably at scale, the game remains smooth during peak traffic, with performance optimisation and server-side validation ensuring fairness, stability and trust across the experience.

More broadly, it demonstrates how gaming can strengthen brand affinity and long-term relationships when designed as a system rather than a one-off activation turning play into value and engagement into habit.