Walmart Debuts Two Metaverse Worlds on Roblox
Walmart has unveiled two branded metaverse playgrounds within Roblox’s digital universe. Walmart Land and Walmart’s Universe of Play, provide the retail giant a couple of digital worlds interactive content and marketing campaigns aimed at adults and children respectively and timed to entice shoppers ahead of the ever-extending holiday gift-shopping season.
The two Roblox islands are split based on what users can do when visiting. Walmart Land is a kind of virtual store with digital merchandise for visitors to purchase for their avatar, as well as games and activities that will offer badges and exchangeable tokens. There’s also a gigantic Ferris wheel to show off the entire digital environment. For the initial launch, Walmart Land includes the House of Style, which incorporates the area for trying on virtual clothes along with activities like roller skating, an obstacle course of giant cosmetics, and a strike-a-pose challenge. The music-themed Electric Island, meanwhile, provides virtual dancing, a DJ booth, a piano walkway, and a Netflix trivia area that will bring on Noah Schnapp as host. Electric Island will also play host to Electric Fest in October. The virtual music fest will showcase motion-capture concerts from artists like Kane Brown and Madison Beer.
In the more kid-friendly Walmart Universe of Play, Walmart is setting up games and experiences built around toys, movies TV shows. The games will include characters and prizes from brands and media like Jurassic World, Paw Patrol, and Razor Scooters. The visitors will also get to collect virtual toys from games and from drops made by a Walmart blimp. Sharper Image drones will also seek out visitors and use AI to guide them to the most in-demand toys.
” 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,” Walmart chief marketing officer William White said. “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.”
The metaverse projects continue Walmart’s own efforts to augment its business with advanced AI and other technology, including acquiring conversational AI startup Botmock last year and testing shopping by chatbot from its stores, although it’s not clear if the Roblox creations were born at Walmart’s Store Nº8 incubation division. Walmart joins several other major brands in building a Roblox virtual home. Spotify, Logitech, and Nike are just a few of the digital neighbors. with Logitech even hosting the first metaverse music award shows, augmented by a Lizzo performance.