Walmart enters Roblox with two metaverse experiences to engage young audiences

In Brief

Walmart introduces two metaverse experiences in Roblox, Walmart Land and Walmart’s Universe of Play

The metaverse project focuses on the next-generation customers

The U.S.-based retail company shared plans about entering Web3 in January

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walmart roblox

The American retail giant Walmart enters the metaverse through the gaming platform Roblox. The colorful, vivid, and playful virtual world experiences specifically target younger audiences. Walmart’s customers can collect virtual merchandise (“verch”), play games with toys and characters, earn coins and toys, attend live concerts, compete in challenges, and win fashion competitions.

The first offered experiences, Walmart Land and Walmart’s Universe of Play, bring interactive content and entertainment to reach shoppers in new digital ways. Walmart Land brings digital fashion, style, beauty, and entertainment products into the metaverse. It debuts with three experiences: Electric Island, House of Style, and Electric Fest. On the other hand, Walmart’s Universe of Play is on the path to becoming a leading virtual toy destination in Roblox. The Universe of Play features immersive games, sought-after rewards, and virtual adventures.

“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,”

said William White, CMO of Walmart U.S.

Walmart has a weekly customer number of 230 million customers in more than 10,500 stores and eCommerce websites, while Roblox has over 52 million daily users. Many well-known brands have already entered Roblox, such as Gucci, Ralph Lauren, Givenchy, Tommy Hilfiger, Nike, and American Eagle Outfitters. However, Walmart seems to be the largest one with the most adventures offered. 

In January, Walmart filed seven trademarks to launch its own cryptocurrency, NFTs, crypto financial services, and more. In the file, Walmart wrote it is “continuously exploring how emerging technologies may shape future shopping experiences.”

Without any cost, users can access the Walmart Land experience on and Walmart’s Universe of Play on any device, including Mac, iOS, PC, Android, Amazon and Xbox devices, Oculus Rift, and HTC Vive.

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Agne Cimermanaite

Agne is a journalist and writer with a background in literature, culture, and arts. She entered the Web3 space in 2021 and began writing about cryptocurrency and NFTs. Agne is passionate about technology and storytelling and is always on the lookout for exciting stories.

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