Walmart is taking a bold leap into the metaverse after teasing customers since the start of the year. The shopping conglomerate has unveiled two different experiences for shoppers: Walmart Land and Walmart Universe of Play.

Walmart’s offering leverages Roblox, a global virtual gaming platform, to make the service available to customers. The partnership has been designed as a “testing ground” for Walmart to fine-tune its metaverse strategy, particularly for younger Millennials and Gen Zs.

The virtual experiences from Walmart’s Universe of Play will allow users to play games drawn from top-selling toys like Paw Patrol and Jurassic World characters during the holiday season. On the other hand, Walmart Land features an obstacle course made up of oversized products from makeup and skincare brands with a firm focus on female shoppers.

“How are we driving relevance in cultural conversation? How are we developing community and engagement? How are we moving the needle from a brand favorability [standpoint] with younger audiences?” said William White, Walmart’s Chief Marketing Officer.

Walmart’s push into the metaverse and distributed ledger technology (DLT) is predicated on the need to boost its revenues after earnings fell during the pandemic. Since then, shoppers’ habits have changed, and in line with the increasing digitization, Walmart is seeking greater interaction across social media and gaming websites.


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