Walmart Enters the Metaverse with Roblox Experiences

Walmart (NYSE: WMT) has decided to enter the metaverse with two experiences on online gaming platform Roblox: Walmart Land and Walmart’s Universe of Play. The spaces will offer interactive content and entertainment for customers, bringing to life the company’s ‘isles’ in a virtual setting.

Walmart Land will showcase fashion, beauty and entertainment items to the Roblox community of millions of daily users. Meanwhile, Walmart’s Universe of Play has been branded as “the ultimate virtual toy destination in Roblox, just in time for those oh-so-real holiday wish lists”.

”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.”

Walmart is ultimately testing new methods of attracting shoppers, especially after the chaos it witnessed throughout the pandemic. The retailer has since hosted shoppable live streaming events on TikTok, Twitter and Youtube. Furthermore, the retailer has introduced an augmented reality tool on pinterest which lets customers see how furniture or decor will look in their homes.

“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?” said William White, Walmart’s chief marketing officer. “That’s what we’re trying to accomplish here.“