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Walmart enters metaverse via Roblox

Updated on: 28 September 2022

Justinas Vainilavičius
Senior Journalist

Walmart has launched two immersive experiences on Roblox, a gaming platform popular with younger kids.

The retail giant seeks to capitalize on over 52 million users who come to Roblox daily. It will specifically target “the next generation” of consumers as it veers into the metaverse for the first time.

Dubbed Walmart Land and Walmart’s Universe of Play, the retailer’s virtual spaces offer interactive content and entertainment for customers, as well as shopping opportunities.

Walmart Land features a virtual store of merchandise – or “verch” – that matches what’s on offer in Walmart’s physical and online stores. It also has a Netflix trivia experience with Stranger Things star Noah Schnapp, a virtual dressing room, and music performances from popular artists like Madison Beer and Kane Brown.

The second space, Walmart’s Universe of Play, has games featuring Walmart’s top toys and products for the holiday season, like L.O.L Surprise! dolls or Jurassic Park characters. It is a virtual toy destination for those “oh-so-real” holiday wishlists, Walmart said.

William White, chief marketing officer at Walmart, said the company moved to Roblox because it was one of the fastest growing and largest platforms in the metaverse. “We know our customers are spending loads of time there,” he said in a press release.

The growth of Roblox accelerated during the Covid-19 pandemic. Walmart follows companies like Nike, Gucci, and Forever 21 that already have a presence on the platform.