In time for the holidays, Walmart is launching two new immersive experiences on the metaverse mega-platform, Roblox.
Dubbed Walmart Land and Walmart’s Universe of Play, the virtual spaces will provide unique interactive content and entertainment for consumers in the forms of isles, as opposed to aisles, of digital offerings in time for the holidays.
Housewares leaders were introduced to the brand-building and revenue-generating digital commerce potential of the metaverse during the recent International Housewares Association CHESS conference.
Walmart Land will present fashion, style, beauty and entertainment items directly to the global Roblox community of more than 52 million daily users, the retailer stated. The Universe of Play unfolds as a unique toy destination in Roblox just in time for users to establish their holiday wish lists.
Walmart Land features immersive experiences, including a virtual store with virtual merchandise or “verch”, for use by an avatar as well as a physics-defying Ferris wheel that gives users a bird’s-eye glimpse of the world, the retailer noted. Visitors can earn unlockable tokens and badges by participating in various games and competitions. Walmart stated that it established its namesake land specifically with the next generation of customers in mind.
The major virtual geographies are, as Walmart charts them, are:
- Electric Island. Inspired by great music festivals, Electric Island includes an interactive piano walkway, a dance challenge, a Netflix trivia experience featuring Stranger Things actor Noah Schnapp 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, and a roller-skating rink, House of Style will offer products from af94, UOMA by Sharon C., ITK by Brooklyn & Bailey, Lottie London and Bubble among others.
- Electric Fest. An addition coming online in October lets users jump back into Electric Island for Electric Fest, a motion-capture concert celebration featuring performances from popular artists such as Madison Beer, Kane Brown and Yungblud.
For its part, Universe of Play gives the Roblox community the chance to explore different toy worlds, to earn coins for virtual goods or complete epic challenges that allow them to create a personal trophy case, unlock secret codes and receive other rewards. Universe of Play includes immersive games featuring products and characters from L.O.L. Surprise!, Jurassic World, Paw Patrol, Magic Mixies and Razor Scooters. Universe of Play-goers have the opportunity to collect as many virtual toys as they can, which allows them to earn coins redeemable for their avatar verch. Besides those just hanging around, a Walmart blimp will regularly drop toys throughout the experience. Universe of Play also features e-mobility items such as hoverboards, which an avatar can use to travel through the universe faster. In their virtual journeys, travelers will encounter a Sharper Image drone that helps them discover the hottest toy world of the season.
Consumers can access the Walmart Land experience on Roblox.com and Walmart’s Universe of Play on any device including PC, Mac, iOS, Android, Amazon devices, Xbox consoles, Oculus Rift and HTC Vive.
“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,” said William White, Walmart U.S. chief marketing officer. “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.”
