Walmart Officially Enters the Metaverse with Roblox Experiences

The American retail behemoth Walmart has officially entered the metaverse with the launch of two new experiences on the gaming platform Roblox, dubbed "Walmart Land" and "Walmart Universe of Play". The move follows Walmart's filing of seven trademark applications at the end of December, which revealed its intentions to create and market virtual goods in the metaverse.

"Walmart Land" will feature a virtual dressing room, a music festival featuring well-known performers, and a Netflix trivia session with "Stranger Things" actor Noah Schnapp. Additionally, it will offer "verch" for avatars that correspond to actual goods sold in Walmart shops.

The second experience, Walmart's Universe of Play, will provide interactive games with figures from some of its best-selling Christmas toy lines, including Paw Patrol and L.O.L. Surprise!

Walmart is particularly interested in attracting Gen Z to virtual reality. Madison Beer and Kane Brown will play at Walmart Land's Electric Fest. Products like afp4, Halsey's beauty collection, and YouTubers Brooklyn and Bailey's skincare collaboration with Walmart will be available in its virtual dressing room.

“Roblox is one of the fastest growing and largest platforms in the metaverse, and we know our customers are spending loads of time there,” said William White, Walmart U.S.’ chief marketing officer. “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,” he added.

All throughout the year, Walmart has been experimenting with new ways of consumer interaction, from live-streaming events on Twitter, YouTube, and TikTok to creating an augmented reality (AR)-powered Pinterest application that enables users to see furniture and other things in their homes.

Walmart's marketing director, William White, claims that the company uses Roblox as a proving ground while it decides how to proceed with Web3 and the metaverse. Walmart may attempt to turn its virtual experiences into online purchases or in-person visits to its stores in the future. 

Walmart claims that its new experience in Roblox is only a test, but luring the retail behemoth is a big gain for Roblox and might help it sustain its place as one of the top metaverses — especially if it can keep Walmart as a partner for the long term. We'll be on the lookout here at NFT Drops Calendar for any updates from Roblox and Walmart.

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