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Walmart Brings Interactive Experiences to the Metaverse

Roblox users can access Walmart's ‘isles’ to collect virtual merchandise, view performances from music artists and unlock exclusive content.

Walmart has launched two immersive experiences in online game and metaverse platform Roblox. Dubbed Walmart Land and Walmart’s Universe of Play, the spaces offer interactive content and entertainment for users, bringing to life the retail giant’s “isles” virtually.

Walmart Land provides fashion, style, beauty and entertainment items directly in the Roblox community of more than 52 million daily users, according to a Walmart news release. And the retailer will continue to roll out in-game activities with Walmart’s Universe of Play, a virtual toy destination in Roblox, ahead of the holidays.

“Roblox is one of the fastest growing and largest platforms in the metaverse, and we know our customers are spending loads of time there,” said William White, chief marketing officer, Walmart U.S., in the release. “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.”

a close up of a toy

Walmart Land includes a variety of immersive experiences, including a virtual store of merchandise, or “verch,” as the retailer calls it, for avatars; a “physics-defying” Ferris wheel giving users a bird’s-eye view of the virtual world; and unlockable tokens and badges that can be earned in games and competitions. Walmart Land debuted with three experiences, specifically with the next generation of consumers in mind:

  • Electric Island: Inspired by the biggest music festivals, the island includes an interactive piano walkway, a dance challenge, a Netflix trivia experience featuring Noah Schnapp, a star in the streaming service’s 80s-themed science-fiction series "Stranger Things," and a DJ booth where users can learn to mix different beats.
  • House of Style: Featuring a virtual dressing room, a strike-a-pose challenge, an oversized cosmetics obstacle course (obby) and a roller-skating rink, House of Style offers products from singer Halsey’s cosmetics brand af94, beauty brand UOMA by Sharon C, ITK by Brooklyn & Bailey, Brand Agency London’s Lottie London, Walmart-exclusive brand Bubble and other brands.
  • Electric Fest: Coming in October, users can enter back into Electric Island for “Electric Fest,” a motion-captured concert celebration featuring performances from popular artists such as Madison Beer, Kane Brown and YUNGBLUD.

Walmart’s Universe of Play will showcase a toy selection and games in the Roblox community, allowing users to explore different toy worlds to earn coins for virtual goods, or complete challenges to build a personal trophy case, unlock secret codes and other offerings. The Universe of Play also includes:

  • Immersive games: Users can play five new games including products and characters from L.O.L. Surprise!, Universal Pictures' "Jurassic World," Paw Patrol, Magic Mixies and Razor Scooters.
  • Special rewards: Users can collect virtual toys from coins redeemable for their avatar verch. Toys will hang all around, and a Walmart blimp will regularly drop toys throughout the experience.
  • Virtual adventures: Electric-mobility items like hoverboards can be used by avatars to travel through the universe faster. Users will encounter a Sharper Image drone that helps them discover the top toys of the season.

The user experience is available now via on any device including PC, Mac, iOS, Android, Amazon devices, Xbox consoles, Oculus Rift and HTC Vive.

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