Walmart Makes Metaverse Debut With Roblox Experiences

Walmart is making its first foray into the metaverse with a pair of new experiences on gaming platform Roblox. The two island-like hubs, Walmart Land and Walmart's Universe of Play, will offer virtual music festivals, dressing rooms and modeling opportunities for avatars to try on digital clothes and a host of games scattered throughout. The activation makes Walmart the biggest retail brand to venture onto Roblox, which has become popular as a place for brands to reach younger audiences at a time when the pandemic has transformed consumer online habits. "Roblox is one of the fastest growing and largest platforms in the metaverse, and we know our customers are spending loads of time there," Walmart CMO William White said in a statement. "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's newfound presence on the platform is largely for experimental purposes at this point. While the lands will include a virtual merchandise store that aligns with Walmart's real-life inventory, the shop will only accept tokens earned through the various games. The company plans to hold its first virtual concert on the platform next month with Electric Fest, a stop-motion performance featuring popular artists like Madison Beer, Kane Brown and Yungblud. Walmart also collaborated with media properties and brands like Jurassic World, Paw Patrol, Magic Mixies and Razor Scooters to stock characters and items in its games. The project is the latest in Walmart's ongoing efforts to reach younger consumers in new virtual ways with technology. The company has previously held shoppable livestreams on various social platforms and developed try-on technology that allows shoppers to superimpose clothing items on photos of their bodies. Walmart filed a series of patent applications around metaverse-related tech earlier this year, CNBC first reported, although it's unclear if any of those technologies will make their way into this new project. Walmart is the latest in a long line of retailers and brands that have sought to build a presence on metaverse platforms like Roblox. Forever 21, Gap and Pacsun are among the many brands that have set up shop on Roblox as they determine the best way to engage with the platform's growing user base of more than 52 million. Alibaba Brings Luxury Shopping Into the Metaverse

Metaverse

Walmart Makes Metaverse Debut With Roblox Experiences

The big box store is the latest retailer to explore virtual worlds

Patrick Kulp

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Patrick Kulp