Walmart Enters The Metaverse With Roblox

Walmart is launching two virtual reality experiences in the Roblox metaverse aiming to attract younger audiences. The ‘Walmart Land’ and ‘Universe of Play’ experiences featuring games, festivals, concerts and virtual stores will launch during the holidays in October.

Retail chain Walmart has announced a partnership with blockchain-based open-world gaming platform Roblox, to release two metaverse experiences – ‘Walmart Land’ and ‘Walmart’s Universe of Play’.

According to Walmart, the experience delivers “the best fashion, style, beauty and entertainment items directly to the global Roblox community.”

‘Walmart Land’ features games and a virtual merchandise store where visitors can purchase digital items for their NFT avatars. The experience will launch with three events: a virtual music festival called ‘Electric Island’, a fashion experience called ‘House of Style’, and a concert experience called ‘Electric Fest’.

The second experience, ‘Universe of Play’, which includes five games featuring pop culture icons Jurassic Park, Paw Patrol and Razor Scooters, is aimed at attracting younger generation of customers.

“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 they play,” said William White, Chief Marketing Officer at Walmart US.

‘Walmart Land’ and ‘Universe of Play’ experiences will launch on the Roblox metaverse in October.