WalmartWMT +1.3% is entering the metaverse with two separate experiences starting this week. One is Walmart Land and the other is Walmart’s Universe of Play, which is a gaming platform using Roblox.

According to CNBC the retailer is experimenting with new ways to reach shoppers to shake up their shopping habits after the pandemic. It is trying to fuel consumer’s engagement with social media, apps and gaming websites.

Walmart’s marketing chief William White, said the company will use Roblox as a testing ground, as it considers other moves in the metaverse and beyond. He said that the experiences are designed with the next generation of shoppers in mind. The company is targeting Gen Z shoppers which are young, around 25 years of age or younger. White said that he expects the company to learn from the partnership.

White’s approach is novel for Walmart. As he describes it, when he asked “How are we driving relevance in cultural conversation? How are we developing community and engagement. How are we moving the needle to increase from a brand favorability with younger audiences. That is what we are trying to accomplish here.”


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