Retail giant Walmart announced on September 26 that it is entering the metaverse. It launched two immersive experiences on Roblox as part of the Walmart metaverse initiative. The Walmart Land and Walmart’s Universe of Play bring to life the retailer’s aisles in the virtual world. With the new Roblox Walmart partnership, the supermarket chain wants to target the next generation of customers.
Walmart will bring its wares to the Robolox community of over 52 million daily users with the Walmart metaverse.
The Walmart Metaverse
”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,” said 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.” The metaverse market is expected to cross over $900 billion by 2030.
The Roblox Walmart experience is just the tip of the iceberg. The retail giant has plans to expand its offerings in the Walmart metaverse and will consider this a test run of sorts, to figure what kind of content their customers prefer. The company made note of changing shopping habits during the pandemic and wants to cultivate greater customer engagement through social media, apps, and gaming websites.
White said that the Roblox experience is designed keeping the younger generation in mind, especially Gen Z. He also stated that the company is looking to learn more about their wants from the Roblox Walmart experience. He said they are focusing on building the brand for the future. “How are we driving relevance in cultural conversation? How are we developing community and engagement? How are we moving the needle from a brand favorability [standpoint] with younger audiences?” he said. “That’s what we’re trying to accomplish here.”
Earlier this year, Walmart also filed for metaverse-related trademarks that indicate plans to sell virtual goods and release its own virtual currencies. However, the company continues to remain tight-lipped about the matter. In July, the company has cut its profit forecast citing high inflation and rising costs.
What are the Walmart Metaverse games in Roblox?
Walmart Land will have three big experiences including Electric Island, House of Style, and Electric Fest. ELectric Island derives inspiration from music festivals and features an interactive piano walkway, a dance challenge, a Netflix trivia experience featuring Noah Schnapp, and a DJ booth. The House of Style pays homage to fashion with its virtual dressing room and is set to offer products from af94, UOMA by Sharon C., ITK by Brooklyn & Bailey, Lottie London, Bubble and more. Electric Fest is a motion-capture concert celebration with performances by artists like Madison Beer, Kane Brown, and YUNGBLUD.
Walmart’s Universe of Play is a wonderland of toys, where Roblox users can take part in challenges, earn virtual goods, and unlock secret codes. With characters and products from L.O.L. Surprise!, Jurassic World, Paw Patrol, Magic Mixies, and Razor Scooters. Immersive games are sure to perk up your spirits. Users can also collect as many virtual toys as they can, which can be redeemed for other rewards. The Roblox Walmart also has e-mobility items to help you move around in style.
By building a Walmart metaverse, the retailer is following in the footsteps of brands like Vans, Ralph Lauren, and Nike that have started experimenting with virtual worlds. It is also a great tactic for these brands to develop parallel merchandise that will appeal to a younger audience. During Covid, Roblox grew from 32.6 million daily users to over 52 million. Experts estimate the numbers to rise in the coming years.
The gaming platform named brand experiences in the virtual world as the top destinations for users who are 17 and above.
