Walmart Launches Online Game Worlds in Roblox as 'Testing Ground' for Potential Metaverse Entry

 

Roblox will serve as a testing ground for Walmart as it considers moves in the metaverse and beyond.

Targeting a younger demographic, Walmart, a global retail company, has introduced two new Roblox metaverse experiences. Walmart Land and Walmart's Universe of Play are two brand-new Roblox locations that both provide distinctive interactive fun. Roblox has grown in popularity as a platform for advertisers to connect with younger audiences at a time when the epidemic has changed customers' online behaviours, and the activation makes Walmart the largest retail brand to make an appearance there.

We're showing up in a major manner, generating community, content, entertainment, and games through the introduction of Walmart Land and Walmart's Universe of Play, according to Walmart's Chief Marketing Officer William White. One of the biggest and fastest-growing platforms in the metaverse is called Roblox, and we know our customers are spending loads of time there."

Therefore, White continued, "We're concentrating on generating fresh, exciting experiences that thrill them, something we're already doing in the communities where they live, and now, the virtual worlds where they play.

Walmart Land, the initial experience, promises to incorporate everything related to fashion and style. It will include a variety of immersive experiences, including Electric Island, House of Style, and Electric Fest, according to Walmart. They'll bring the top accessories for beauty, fashion, and entertainment. With Electric Island, for instance, you may participate in Noah Schnapp's Netflix Trivia, watch live performances by well-known artists, compete in the Dance Off challenge, and even create music in the DJ Booth Remix game. You may triumph in fashion competitions with House of Style.

Meanwhile, Walmart's Universe of Play offers thrilling games, coveted prizes, and virtual journeys. The Universe of Play is essentially Roblox's ultimate virtual toy location. Users can perform epic challenges to create their own trophy case, uncover secret codes, and more, or they can explore many toy worlds to earn cash for a variety of virtual items.

Walmart's recent appearance on the site is currently mostly for testing purposes. The virtual store in the lands will mirror Walmart's physical inventory, but it will only accept tokens obtained from playing the different games.

The business also intends to host Electric Fest, a stop-motion performance with well-known artists including Madison Beer, Kane Brown, and Yungblud, as its first virtual concert on the platform the following month. In order to include characters and goods in its games, Walmart also worked with media franchises and companies like Jurassic World, Paw Patrol, Magic Mixies, and Razor Scooters.

According to reports, Walmart registered trademarks relating to the metaverse in January of this year. Some of the trademarks suggested that the corporation was "connecting the dots between the virtual and physical worlds" by producing or supplying customers virtual goods, virtual currency, and non-fungible tokens (NFTs).

Although it is unclear how Walmart will monetize its immersive experiences, gamers can now earn tokens and other rewards to put toward virtual merchandise on Roblox.