Fast Food and Video Games: What a Collaboration with McDonald’s Can Do
Posted on Oct. 16, 2024
By Kiera Foreman
A picture of the exterior of a McDonald’s. Photo by Kiera Foreman
Known for its Big Macs and Happy Meals, McDonald’s rolled out its newest promotional meal on Sept. 17. It collaborates with Genshin Impact to feature McDonald’s apple pie and the deluxe McCrispy combo. Genshin Impact players were enticed to participate and purchase these different items with the promise they would receive limited in-game items. But how could this collaboration fit into the narrative of Genshin Impact?
The Rise of Genshin Impact
Genshin Impact is a Chinese open-world role-playing video game released in September 2020, available to play on PC, IOS, Android, and PlayStation.
During the first year, Genshin Impact reached a monthly player base of 50 million people and currently has a monthly player base of 65 million. Of those 65 million, it is estimated that 12% of players reside within the United States.
A picture of the Genshin Impact meal. Photo by Kiera Foreman
Rewards Through Purchase
Players wouldn’t go out of their way to purchase the meal without an incentive. The incentive for the meal was an in-game reward, and players could receive a limited-time cosmetic item.
Players would receive this by purchasing the meal using the McDonald’s app. Afterward, players would receive the rewards through a redemption code sent to their emails connected with the McDonald’s app.
Taking Off the Rose-Colored Glasses
When I saw this meal, I knew I wanted to try it, largely because I used to dedicate a lot of time to the game. However, upon purchase, I never received the redemption code needed to redeem the rewards. I was not alone, as many other players later checked their emails to find nothing.
Genshin Impact stated there was a technical issue with the McDonald’s app, which is why players’ redemption codes weren’t getting to their emails. Due to complications, players were forced to contact customer support to receive the promised rewards. While eventually, players were able to obtain rewards, the entire situation became a nuisance for the players, creating a negative image amongst fans.
Genshin Impact logo.
Genshin Impact’s Ultimate Goal
Despite the complications, I do not think this significantly impacts Genshin Impact’s goals with this collaboration. I believe Genshin Impact created this collaboration to raise awareness. To which the collaboration meal successfully did that. News outlets, like the Today Show, that would have never discussed this game, made news articles about the collaboration.
Some may wonder why a game with over 50 million players would need to raise awareness. In August 2024, Genshin Impact released its fifth major update, which included a new region for players to explore, providing a significant incentive to return to the game.
However, how will the players who abandoned the game find their way back to Genshin Impact? This is where McDonald’s comes in.
In a study by AdColony, over a third of mobile gamers eat fast food at least once a week. Through the collaboration with a chain as large as McDonald’s, Genshin Impact can remind past players that they are still around, updating a game they once loved while also giving exciting content to current players.
Best or Worst Practices?
Brands like Genshin Impact should use collaboration meals. Food is an essential part of life. Additionally, the earlier data shows that fast food isn’t a rarity for mobile gamers.
From experience, I know that my immersion in a video game is not always limited to my game time. I pay attention to what the video game is doing beyond the screen. If I saw that they offered something like a limited-time meal or merchandise drop, I would be more likely to purchase because I am invested in the game.
In a 2023 study by Newzoo, over 50% of Generation Alpha and Z engage with video games beyond just watching and playing them. These interactions can be through social media with the use of user-generated content.
Collaborations with a brand like McDonald’s allow gamers to purchase and enjoy the meal. Later, they can redeem their rewards and share their experiences on social media. Sharing their expertise helps spread the word even more and increase awareness. Video games and fast food go hand in hand.
About the author: Kiera Foreman is a junior at The Ohio State University studying Strategic Communications. In her free time, she serves as co-media chair for VSA, Ohio State’s Vietnamese Student Association.
