The American retail giant Walmart has officially entered the metaverse. Today, Monday September 26th, two experiences called Walmart Land and Walmart Universe of Play will debut on the popular gaming platform Roblox.
Here’s what we know about the immersive experiences so far:
- Walmart Land contains an obstacle course featuring items from beauty brands like Bubble and Uoma by Sharon C and a virtual dressing room to try on fashion from lines like Free Assembly.
- In October, the virtual space will host a virtual concert called “Electric Fest,” featuring Kane Brown, Madison Beer, and Yungblud.
- Universe of Play features items from top toys for the upcoming holiday season, including Razor Scooters, Paw Patrol, and Jurassic World characters. There will also be a blimp that drops toys, a store with virtual merchandise, and other games.
- L.O.L. Surprise! and Skulllcandy headphones are two national brands included in the metaverse experience based on their popularity with Roblox gamers and the younger generation.
In December, Walmart applied for seven cryptocurrency and NFT-related trademarks with the United States Patents and Trademarks Office (USPTO). However, it doesn’t appear that Walmart will be using those trademarks to make money on its immersive experiences in Roblox just yet. Instead, users will be able to play free games and earn rewards and tokens they can use on virtual merchandise.
Walmart has been experimenting with new ways of reaching customers all year, from live-streaming events on Twitter, YouTube, and TikTok to developing an augmented reality (AR) powered tool on Pinterest that lets shoppers see how furniture and other items would appear in their homes.
According to William White, the marketing chief of Walmart, Roblox is a testing ground for Walmart as it considers its next move in Web3 and the metaverse. In the future, Walmart may try to convert its virtual experiences into online purchases or real-world visits to its stores. He added that the immersive experiences on Roblox were designed with Generation Z in mind.
Roblox Is Building in the Bear Market
Walmart’s partnership with Roblox is a big deal, but it’s not the only thing going on inside the gaming metaverse. At Rarity Sniper, we’ve reported on several brands and companies setting up shop in the Roblox’s virtual world. Here are three of the most recent headlines.
A few weeks ago, iHeartMedia, the leading audio media company in America, launched an experience in Roblox that combines games, concerts, quests, and more. The company, which partnered with State Farm and Intel for the project, plans to host concerts and podcasts in the iHeartLand town square.
Next, Chipotle Mexican Grill launched a new menu item through a gaming experience in Roblox. Users who entered the Chipotle Grill Simulator experience could participate in a cooking challenge and earn BURRITO BUCKS, which unlock exclusive virtual items and apparel inspired by the new Garlic Gaujillo Steak.
Lastly, in September, Hyundai Motors India launched its latest vehicle the Venue N in Roblox. Users were able to “test drive” the vehicle in the metaverse and participate in immersive games including a treasure hunt, photo booth, and service center.
Although Walmart says it’s new experience in Roblox is just a test, attracting the retail giant is a huge win for Roblox and could help it maintain its position as one of the top metaverses — especially if it’s able to keep Walmart as a partner for the long term. We’ll be keeping our eyes and ears open for any new news in Web3 from Walmart and Roblox.