Having hinted at its Metaverse interest when it filed for trademarks earlier this year, U.S.-based retail Walmart has finally made its move. According to a Monday announcement, Walmart is marking its debut by launching the “Walmart Land” and “Walmart’s Universe of Play” on the metaverse gaming platform Roblox.
Walmart to Target The Younger Demographic
For Walmart, the decision to use the Roblox platform was an easy one. According to an executive of the retail firm, its customers are already spending a lot of time on the Roblox platform. Although they are most likely the younger generation.
For this reason, the retail giant is launching Walmart Land which will be a virtual merchandise store. In this store, players would be able to earn and access badges, unlockable tokens and the likes as they progress in their various games and competitions.
See Walmart like never before 😎
Walmart Land is our new world on #ROBLOX with fun & games for all. From film to fashion — whatever you’re into, let’s have some fun with it. Come for the inspo, stay for the verch & live performances.
— Walmart (@Walmart) September 26, 2022
About Walmart’s Universe of Play, the retail giant also claims that the best toys of 2022 will be featured here. The statement further reads in part:
“The Roblox community can explore different toy worlds to earn coins for cool virtual goods…and more.”
Walmart also appears to be taking advantage of Roblox’s massive user base of over 52 million daily users. It will also tap into the platform’s engagement hours of over 11 billion and 32 million experiences.
Meanwhile, in his commentary about debuting on the Metaverse, William White, the chief marketing officer at Walmart U.S., also admits that Roblox is a huge platform. And he says that Walmart is fully aware of the fact that a large percentage of its customers patronize the platform. So, it was only necessary to do something in line with what already excites them. According to White, the retailer already does this in the communities where its customers live. However, the retail giant is also keen to replicate the gesture by doing a similar thing in the virtual worlds where they play.
Roblox, A Common Metaverse Choice
It might be interesting to note that there is an increasing demand for Roblox as major companies and celebrities decide on their Metaverse business.
Electronics giant Samsung announced its Samsung Space Tycoon on Roblox in July. That follows after famous reality TV star Paris Hilton launched Paris World on Roblox last December. In fact, she also held a concert-like experience on her virtual island on New Year’s Eve.