Walmart is entering the metaverse with two experiences, ‘Walmart Land’ and ‘Walmart’s Universe of Play’, in a popular Web2 gaming platform Roblox. Walmart’s marketing chief, William White, said, “the company will use Roblox as a testing ground, as it considers other moves in the metaverse and beyond.”
Walmart is entering the metaverse debuting two experiences premiering Monday on online gaming platform Roblox, introducing the kids of Gen Z to the shopping world while introducing them with interactive content and entertainment in different islands.
The two experiences are called Walmart Land and Walmart’s Universe of Play.
The retail giant’s first foray into the virtual world will feature a blimp that drops toys, a music festival with hot artists, different games, and a store of virtual merchandise that matches what customers may find in Walmart’s stores and on its website. 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 since the pandemic has transformed consumer online habits.
Exploring To Enter The World Of NFT And Crypto Technology, Maybe?
To be clear with the audience, Roblox is not a Web3 platform. Neither it’s built on NFT, nor it features cryptocurrency. Roblox is a traditional Web2 platform, built around user-generated content available to younger audiences. However, you may consider Walmart’s first step towards the experience, which may lead the American retailer to Web3 games built around NFT and crypto technologies.
Do the business pioneers wonder if Walmart could enter the Ethereum-based Decenterland or The Sandbox? Well, we all will find out soon. For now, the company’s first attempt at interactive online gaming experiences via Roblox is something we are looking forward to.
Nevertheless, CNBC reported, Walmart filed for metaverse-related trademarks, which indicated that the company would be selling virtual goods and using virtual currency, even NFTs.
For now, White said the company wouldn’t be profiting from its Roblox games and make any money from its immersive experiences. Gamers can earn tokens and use them for virtual merchandise shopping on Roblox.
“Roblox will serve as a testing ground for Walmart as it considers moves in the metaverse and beyond”, said William White, Walmart’s chief marketing officer. He said, “the experiences are designed with the next generation of shoppers in mind, particularly Gen Z, generally defined as around age 25 or younger. White said the company is looking to learn from the partnership.”
Walmart is the newest 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 aim to engage with the platform’s growing user base of more than 52 million.
Stepping into the world of Roblox is a huge stepping stone for Walmart if it aims to enter the world of crypto and NFTs. Let’s see how this testing ground turns tables for America’s No.1 retailer.