McDonald’s has brought back its signature Monopoly promotion, this time offering a standout prize that speaks directly to cost-of-living pressures: a full year’s mortgage assistance worth $52,000.
The campaign, running from 3 September to 14 October 2025, represents the brand’s most ambitious Monopoly iteration yet, with $718 million in total prizes and improved odds of one in three.
The Monopoly promotion, which McDonald’s has leveraged since 1987, continues to serve as the chain’s premier customer engagement tool, but this year’s approach reveals a more sophisticated understanding of consumer psychology.
“Monopoly at Macca’s is more than just a game — it’s about bringing Aussies together for iconic Macca’s moments and everyday wins,” said Mary Vrancic, Senior Marketing Director for McDonald’s Australia, emphasising the brand’s shift toward addressing practical consumer needs.
The promotion’s exclusive integration with the MyMacca’s app represents a calculated move toward digital customer acquisition and retention. This approach serves multiple strategic purposes: capturing valuable customer data, encouraging app downloads, and creating a seamless path from engagement to purchase. Every eligible food purchase automatically generates game tickets within the app, removing friction from the gaming experience.
Brand positioning through value perception
The Monopoly campaign reinforces McDonald’s positioning during a period when value perception is critical for quick-service restaurants. By offering substantial prizes alongside everyday food wins, the promotion creates a dual-value proposition—immediate gratification through food prizes and aspirational wins through major prizes like mortgage assistance and luxury items.
This year’s Monopoly at Maccas prizes include:
- Free mortgage for a year
- A year’s worth of Uber Rides and Uber Eats valued at $25,000
- Three new ISUZU cars worth more than $80,000 each
- Six luxurious Tempur King mattresses valued at $25,000 each
- Ten $5,000 David Jones gift cards
- Eight $5,000 Webjet gift cards
- Three free ‘Macca’s for a Year’ prizes
- $60,000 in Visa gift cards
The timing is particularly strategic, launching as Australian consumers face ongoing cost-of-living pressures. The mortgage prize specifically resonates with homeowners struggling with rising interest rates, while prizes like Uber credit and retail gift cards address everyday spending concerns.
With 49 million prizes distributed across the six-week campaign and guaranteed daily prizes for participants, McDonald’s has engineered a promotion designed to drive consistent visitation rather than one-off purchases.
