Walmart Is Making Its First Move Into the Metaverse With Virtual Worlds on Roblox

Walmart is making its first move into the metaverse. Starting Monday, the retailer will unveil two immersive experiences on Roblox’s virtual platform. Walmart Land will feature fashion, beauty and entertainment items, while Walmart’s Universe of Play will showcase toys, the company announced. Walmart follows companies from Nike to VF in a bid to get consumers’ attention via virtual universes, where elements of video conferencing, gaming, social media and e-commerce blend together. Roblox has a community of more than 52 million daily users, and many of them are younger people, who are particularly valuable targets for corporate powerhouses.

“This is the first major initiative that we have in the metaverse,” William White, Walmart’s chief marketing officer, said in an interview. “This is another step for us in reaching our customers in unexpected ways.” Walmart Land will offer a virtual store where Roblox users can use badges and coins earned on the platform to buy merchandise for their avatars. There will also be a “physics-defying Ferris wheel” that provides a bird’s-eye view of the virtual world, plus unlockable tokens and badges that can be earned in games and competitions.