Walmart makes a big move in the Roblox metaverse

Walmart is launching two new immersive experiences on the Roblox metaverse platform: Walmart Land and Walmart’s Universe of Play.

The former will bring fashion, style, beauty and entertainment items to the Roblox community of over 52 million daily users.

The latter, meanwhile, is pitched as “the ultimate virtual toy destination in Roblox, just in time for those oh-so-real holiday wish lists”.

Developed alongside Journey, who supported development, and Publicis Groupe’s Power of One Agency, Walmart’s lead creative and media agency, the experiences offer Roblox users the chance to “engage and interact with all the top items everybody wants from Walmart - in a virtual way”.

”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,” says William White, Chief Marketing Officer, Walmart U.S.

“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.”

“Our team was ecstatic to work alongside Walmart to break new ground on Roblox,” says Cathy Hackl, Chief Metaverse Officer at Journey.

“As the metaverse continues to evolve, we’re proud to partner with Walmart and build experiences that will help them continue to grow relationships with their customers in places where they are spending so much of their time. We are honoured to support Walmart in creating new, innovative, and meaningful ways of connecting with new and existing audiences.”

“We were so excited by the idea of creating a destination on the Roblox platform for a diverse audience of curious, young dreamers to discover their passions,” says Publicis Groupe’s Kiser Barnes, SVP, Experience Design, Dept W.

“Inspiration starts with play, so we designed our fantasy island in the sky with epic experiences around the exciting brands and products Walmart offers. We're translating that feeling of discovery and community when you're shopping with Walmart into a new dimension.”