Tech

Walmart Launches Online Gaming World in Roblox as ‘Test Land’ for Potential Metaverse Entry


Walmart, the multinational retail giant, has launched two new experiences on the Roblox metaverse platform aimed at a younger audience. Within Roblox, there are now two new spaces named Walmart Land and Walmart’s Universe of Play, both of which offer unique entertainment and interactive content. The activation makes Walmart the largest retail brand to invest in Roblox, which has become popular as a place for brands to reach younger audiences at a time when the pandemic has changed online habits. of consumers.

William White, Walmart’s Chief Marketing Officer speak“We’re doing a great job – creating community, content, entertainment and games through the launch of Walmart Land and Walmart’s Universe of Play. Roblox is one of the biggest and fastest growing platforms. in the metaverse and we know customers are spending a lot of time there.”

“So we’re focusing on creating new and innovative experiences to excite them, which we’ve been doing in the communities where they live and now the virtual worlds where they play. “, White added.

The first experience, Walmart Land, aims to capture everything fashion and style related. Based on Walmart, it will feature a range of immersive experiences, including Electric Island, House of Style, and Electric Festival. They will bring the best fashion, style, beauty, entertainment items. With Electric Island, for example, you can play Netflix Trivia hosted by Noah Schnapp, attend live concerts with popular performers, compete in the Dance Off challenge, and even make beats in DJ Booth Remix game. With House of Style you can win fashion contests.

Meanwhile, Walmart’s Fun Universe includes role-playing games, hunted rewards as well as virtual adventures. Essentially, the Play Universe is the ultimate virtual toy destination in Roblox. There, users can explore different toy worlds to earn coins for various virtual goods, or complete epic challenges to build a personalized, unlockable trophy case. secret codes and more.

Walmart’s new presence on the platform is primarily for testing purposes at this time. While the lands will include a virtual merchandise store that matches Walmart’s physical inventory, the store will only accept tokens earned through various games.

The company also 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 has also partnered with media outlets and brands such as Jurassic World, Paw Patrol, Magic Mixies, and Razor Scooters to provide its in-game characters and items.

Walmart is said to have applied for reverse– Trademark related in January of this year. Several trademarks indicate an interest in producing or selling virtual goods and providing users with virtual currency, as well as non-fungible tokens or NFTs, indicating that the company is “connecting between the virtual and real worlds.”

While it’s unclear how Walmart will monetize its immersive experience, players can currently earn tokens and other rewards for purchasing virtual goods on Roblox.


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