Walmart lands in Roblox to engage with users in the metaverse

The retail giant launches two ‘immersive experiences’ with interactive content and entertainment in a bid to reach 52 million gamers.

Walmart has entered the metaverse with two new virtual worlds on the popular global gaming platform Roblox.

Walmart Land and Walmart’s Universe of Play offer interactive content and entertainment for customers, bringing Walmart aisles to life virtually. Walmart Land will focus on fashion, style, beauty and entertainment, while Walmart’s Universal of Play aims to be the ultimate toy destination in Roblox.

William White, Chief Marketing Officer, Walmart US said: ”We’re showing up in a big way – creating community, content, entertainment and games through the launch of Walmart Land and Walmart’s Universe of Play.

“Roblox is one of the fastest growing and largest platforms in the metaverse, and we know our customers are spending loads of time there. 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.”

VIrtual stores, Ferris wheels and games

Roblox’s 52 million users will be treated to a host of immersive experiences in Walmart Land, including a virtual store for merchandise for avatars, a Ferris wheel to give users a bird’s-eye view and tokens and badges that users can earn playing games and competitions.

Three ‘experiences’ targeted at younger customers to debut Walmart Land include Electric Island, featuring an interactive piano walkway, a dance challenge, a Netflix trivia experience and a DJ booth.

House of Style features a virtual dressing room, a ‘strike-a-pose’ challenge, an oversized cosmetics obstacle course and a roller-skating rink. The experience will offer products for sale by brands such as ITK by Brooklyn & Bailey, Bubble and Lottie London. Meanwhile Electric Fest hits Electric Island in October as a motion-capture concert featuring Madison Beer, YUNGBLUD and Kane Brown.

Coins for goods

Walmart’s Universe of Play will include five immersive games with products and characters from the likes of Jurassic World, Paw Patrol and Magic Mixies.

Users will also be able to collect virtual toys to earn coins redeemable for their avatar’s merchandise, and go on virtual adventures including using a Sharper Image drone.

Walmart Land can be accessed on while Walmart’s Universe of Play can be entered on any device or console.