Walmart joins the Metaverse bandwagon, launches Walmart Land and Universe of Play in Roblox

Retail giant Walmart has launched two immersive experiences, Walmart Land and Universe Play inside online gaming platform, Roblox. Walmart Land consists of a virtual merchandise store, and the Universe of Play includes toy worlds and games.The move comes after Walmart filed several trademarks last year to make and sell virtual goods and develop its own cryptocurrency.

What is Walmart Land? And its features

Developed by Journey and Publicis Groupe’s Power of One Agency, Walmart Land brings the best of fashion, style, and shopping experiences to more than 52 million Roblox users.

Walmart Land consists of various immersive experiences including a virtual store for users to buy virtual merchandise such as Stranger Things Flashlight or Eleven Costume to the ferris wheel that gives users a bird’s eye view of the world. Additionally, it features different interactive sections such as Electric Island, House of Style, and Electric Fest.

House of Style caters to audiences who love fashion and clothing, featuring a “Manicure Challenge” where users can add the nail color on the left hand matching the right hand, a “Strike-a-pose” challenge where players need to copy the mannequin, as well as photo-booth where players can try various outfits and take a selfie.

Players at “Electric Island” get access to a variety of activities, including the “Dance Off” competition, “Electric Fest” live performances by well-known artists, and even Netflix Trivia, which is hosted by Noah Schnapp, who played Will in “Stranger Things.” The features are more or less similar to Spotify Island which launched a space-themed digital destination, Planet Hip-Hop on Roblox.

As per William White, Chief Marketing Officer, Walmart U.S. “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.”

What is the Universe of Play? And its features

Walmart Universe of Play is a virtual amusement park and caters to a much younger audience. It features different virtual toy destinations where users can earn coins and buy virtual goods, build personal trophies and unlock secret codes. 

According to the press release, the Universe of Play includes various experiences like immersive games, sought-after rewards, and virtual adventures. 

Users can experience five new games and experience products and characters from L.O.L Surprise, Jurassic Park, Magic Mixes and others. Players will also get a chance to collect virtual toys and earn walmart coins which they can redeem to buy virtual clothing. The experience also features hoverboards to allow users to travel faster in the metaverse.

How to visit the experiences?

Players can simply download the Roblox desktop app or visit the website and search for ‘Walmart Land’ inside the search bar. Also, players can visit the experience on their mobile as well.

According to a report by Vice, 1 in 3 Gen Z respondents would like to see virtual stores for browsing/buying products while 2 in 5 Gen Z respondents say their virtual possessions are just as important to them as their real-life possessions. 

With brands like Nike, Gucci and Spotify entering the metaverse space, Walmart’s entry into the metaverse is a testament to the fact that the retail giant wants to redefine the shopping experience for its users. 



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