Walmart announced today that it is entering the meta with two new experiences on Roblox: “Walmart Land” and “Universe of Play.” Aimed at younger Walmart customers, the virtual worlds allow Roblox players to collect new virtual goods, play games with toys and characters, earn balloon toys, attend live concerts, win fashion contests and more.
This is the retailer’s first foray into virtual worlds as it continues to experiment with new ways to reach the next generation of shoppers, Generation Alpha and Gen Z.
Walmart has previously tried other virtual technology, such as a new artificial intelligence-based virtual trial technology.
William White, chief marketing officer for Walmart U.S., said in a statement: “This is the next step in reaching our customers in unexpected ways and places where they spend their time. We are thrilled to be one of the first major retailers to do so.”
Other Roblox retailers include Nike with “Nikeland,” American Eagle Outfitters, and Ralph Lauren. However, the biggest retailer Walmart seems to be making the biggest effort with Roblox.
“I think Walmart showing up in this way is just another example of how we’re thinking about what’s next, how we’re thinking about unique, innovative ways to reach our customers,” White added.
Starting at Walmart Land, Roblox players will enter a colorful theme park with a Walmart-style Ferris wheel, slides, beaches and more. The island is shaped like the Walmart logo with a circle-shaped center and six branches with different themes and activities.
There are currently four sections/branches that are empty and have signs that say “Coming Soon!” Walmart told TechCrunch that the sections are called “Islands” and one will launch in November and two more are slated to launch in early 2023.
In the central hub, players can visit the Hub Store where they can exchange tokens for “verch” or virtual goods such as clothing, accessories and electronics such as Skullcandy headphones and a selfie ring light. Players will receive a Walmart hat upon first arrival.
The central hub is also where the price balloon drops down. The timer for the next drop is at the top of the screen.
There is also a monorail that takes players on a tour of the virtual world and gives them a bird’s eye view of everything.
“House of Style” is a section within Walmart Land where players can test their fashion skills. Players can try activities such as the “Manicure Challenge” where they can match nail polish colors, “Strike a Pose” where players must copy a mannequin’s pose, as well as a photo booth that allows players to try on outfits and take photos of their avatar. There is also a cosmetic obstacle course and an ice rink.
On “Electric Island,” players can compete in a “Dance Off” challenge, attend live concerts with popular artists at “Electric Fest,” and even play Netflix Trivia hosted by “Stranger Things” actor Noah Schnapp, who plays Will. in the show.
“Electric Fest” will begin in October, Walmart wrote in its announcement. On October 7, the first motion-capture concert will feature artists Madison Beer, Kane Brown and YUNGBLUD.
Madison Beer is a famous singer and YouTube star who is sure to attract fans to Roblox.
Spotify Island on Roblox recently introduced young hip-hop artist Doechii as its first artist on Planet Hip-Hop, Spotify’s new Roblox experience.
Walmart’s “Electric Island” has similar characteristics compared to Spotify’s island.
In Walmart Land, players can play beats in “DJ Booth Remix” and jump on a keyboard that plays different notes depending on which key they jump to. When we tested the game ourselves, we found the piano sounds to be slightly irritating after a while.
It’s similar to Spotify Island Trampoline, where players can interact with different sounds. Players can also be their own DJ within Spotify’s Planet Hip-Hop.
Walmart’s Universe of Play is for much younger players. Featuring the popular children’s TV series “PAW Patrol” and toys such as L.O.L Surprise!, Magic Mixies, “Jurassic World” dino eggs and Razor scooters. Universe of Play will also have a balloon, just like the one in Walmart Land.
Challenges and activities in this world include hunting for missing dinosaur eggs, helping the Paw Patrol team find Mayor Goodway’s Chicken Chickaletta, which hosts your L.O.L Surprise! fashion show and creation of Magic Mixie. Players can also ride the track in the sky with the Razor scooter.
Roblox has more than 52 million daily users and is designed for players ages nine and up. The gaming platform recently introduced age rules for players from 13 years old.
