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Walmart Enters the Metaverse



Walmart has moved to the metaverse. The retail giant on Monday launched two immersive experiences on the Roblox gaming platform. Walmart Land and Walmart’s Universe of Play are the retailer’s first attempts to connect visitors with virtual merchandise that have real-life matches on walmart.com and in the chain’s stores.

”We’re showing up in a big way — creating community, content, entertainment and games through the launch of Walmart Land and Walmart’s Universe of Play,” William White, chief marketing officer, Walmart U.S. “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.”

Walmart Land’s debut includes three experiences to help connect with Roblox enthusiasts. Electric Island features a dance challenge and a Netflix trivia experience with “Stranger Things” actor Noah Schnapp. House of Style includes a virtual dressing room, cosmetics bar and roller-skating rink. Debuting next month, Electric Fest allows users to take part in motion-capture concepts with featured recording artists including YUNGBLUD.

In Walmart’s Universe of Play, users can earn coins to acquire virtual goods or complete challenges to unlock secret codes. A Walmart blimp will drop toys throughout users’ time in the Universe of Play. The experience will include five new immersive games and virtual adventures.

The Roblox partnership is one way the retailer is creating a meaningful connection with consumers ages 25 and younger.

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