Joining the ranks of early adopters of Web 3.0, retail giant Walmart announced a partnership with online gaming platform Roblox, on Monday. Walmart’s first metaverse venture brings in two new immersive experiences, Walmart Land and Walmart’s Universe of Play.
This development indicates the widening adoption of Web 3.0. Players entering the space in recent times have ranged from high-end fashion houses, like Gucci and LV, to sports retailers, like Nike and Adidas. Even fast-fashion retailers like Forever 21 began making metaverse sales in Roblox.
Walmart Land will replicate a virtual version of the firm’s offline stores for its 52 million daily users. Targeting the GenZ user base, Walmart Land is launching an Electric Fest. The fest will bring together performers like Madison Beer and Kane Brown.
Under the ambit of Walmart Land, a virtual dressing store is also being launched. The House of Style store will serve to promote beauty products such as afp4, celebrity Halsey’s makeup brand, and the skincare line by YouTubers Brooklyn and Bailey.
The Universe of Play, on the other hand, will enable users to participate in immersive games in Roblox’s metaverse. With the holiday season around the corner, these games will feature characters from the brand’s holiday-centric toy products. Walmart describes the Universe of Play as “the ultimate virtual toy destination in Roblox, just in time for those oh-so-real holiday wish lists.”
Sharing his views on the development, Chief Marketing Officer William White, said that Walmart is “showing up in a big way—creating community, content, entertainment, and games.”
“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,” he added.