Walmart is making a big splash in the metaverse with the launch of two new virtual spaces in Roblox.
The retail behemoth has unveiled Walmart Land and Walmart’s Universe of Play, with the former featuring an interactive digital store teeming with merchandise (“verch”) and unlockable tokens for Roblox avatars.
The retailer’s new Universe of Play, meanwhile, lets users “explore different toy worlds to earn coins for cool virtual goods, or complete epic challenges to build a personal trophy case, unlock secret codes and more.”
According to Walmart’s Chief Marketing Officer William White, “Roblox is one of the fastest-growing and largest platforms in the metaverse, and we know our customers are spending loads of time there. So we’re focusing on creating new and innovative experiences that excite them, something we’re already doing in the communities where they live, and now, the virtual worlds where they play.”
Immersive Games Galore
It doesn’t take a cynic to note the timing of the Roblox release, as Walmart gears up for the 2022 festive season. The experiences offered by Walmart Land and Walmart’s Universe of Play are firmly pitched at Gen Z users, as the brand attempts to foster loyalty from a younger demographic. Although the company will not generate any revenue from its two new immersive experiences, the spaces could serve as a proving ground for further digital expansion.
Walmart Land is composed of several different areas including Electric Island, which is notable for its interactive piano walkway and DJ booth. The Island is also home to Electric Fest, a motion-capture concert featuring exclusive performances by the likes of YUNGBLUD and Madison Beer.
Like other spaces in Roblox’s vast metaverse, Walmart Land is a treasure trove of immersive experiences including games and competitions. Naturally enough given the retailer’s core business, the space features a swathe of digital products, including those from af94, UOMA by Sharon C., ITK by Brooklyn & Bailey, Lottie London and Bubble.
In sister space Universe of Play, players can enjoy mini-games and experiences featuring products and characters from L.O.L. Surprise!, Jurassic World, Paw Patrol, Magic Mixies and Razor Scooters. Gamers are tasked with collecting an array of virtual toys which entitle them to coins that can be spent on avatar verch.
Patents filed by Walmart last December suggest the company is contemplating making and selling virtual goods such as electronics, sports equipment and toys.