Roblox is one of the most extensive and popular gaming platforms around right now, and numerous brands have already taken advantage of the opportunity to familiarize younger audiences with their products, services, and visions for the future. Hyundai’s Mobility Adventure, for instance, gets younger generations thinking about its company and its place in the forward-thinking modern world before many of them can even drive yet. The latest brand to break into the metaverse, however, is Walmart!
Walmart is making its debut on the Roblox metaverse scene with two offerings; Walmart Land, and Walmart’s Universe of Play. The company’s Universe of Play experience is similar in approach to a larger-than-life toybox within which players can interact with the big-box retail company’s most popular toys. Players can then earn coins while they play which they can exchange for verch, or virtual merchandise. Players can also compete in challenges with the end goal of building a trophy case stacked with toys.
Walmart Land is a little different, resembling a sort of open-world adventure-type setup organized into different islands. Each island has its own gimmick, such as Electric Island where players will be able to experience an interactive ode to the world’s most incredible music festivals. Included in this specific experience is Netflix Trivia, a piano walkway inspired by Big, and a DJ booth where they’ll be able to master different ways to mix beats.
From October onwards, Electric Island will also be home to Electric Fest, a motion-captured concert set to feature pop sensations the likes of Madison Beer and YungBlud. Players will also be able to visit the House of Style, an experience for fashion-focused players where they’ll get to roleplay in a virtual dressing room as well as compete in different challenges. Strike-a-pose will see players putting their best foot forward against other competitors. The experience will also feature a cosmetics-themed obby or obstacle course, and a roller rink decorated with products from various famous beauty brands.
William White, Walmart’s Chief Marketing Officer is optimistic about the move, stating that: ‘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. 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.’
At the end of the day though, these experiences are likely more about increasing the company’s bottom line by hooking future customers sooner, rather than creating ‘content’ for younger generations to enjoy.
To the less innocuous side of the platform, though. Roblox was recently in hot water over non-existent ant-cheating measures.
