Walmart enters the metaverse wave with the youngest audience in its sights
Posted: Thu Dec 05, 2024 9:44 am
Kamila Dantas
Sep 30, 22 | 4 min read
walmart wave of the metaverse
Reading time: 4 minutes
Walmart is taking its first step into the metaverse with two experiences, Walmart Land and Walmart's Universe of Play, debuting on the online gaming platform Roblox .
The retail giant has created virtual spaces that offer interactive content and exclusive entertainment to its customers. This is a new way that Walmart has found to reach its shoppers, connecting especially with its younger audience.
Introducing Walmart Land on Roblox
Walmart Land delivers beauty, fashion and style content directly to the global Roblox community of over 52 million daily users, debuting with three major experiences: Electric Island, House of Style and Electric Fest.
Electric Island is inspired by the world's biggest music festivals, where users can take part in dance challenges and venture into a DJ booth. It also features a Netflix trivia experience with Noah Schnapp from "Stranger Things."
Meanwhile, House of Style, which features a virtual dressing room and cosmetics bar, allows users to participate in motion capture shows with artists such as Madison Beer, Kane Brown and YUNGBLUD.
Additionally, Walmart's Universe of Play will offer a virtual toy trail on Roblox, bringing the best of Walmart to life in a virtual world, including:
Immersive games that offer sweden email list experiences with famous gaming products and characters.
Desired Rewards, where users will be able to collect rewards based on their online performance.
Virtual adventures, where users can travel through the Walmart universe faster with their avatars.
"We're going big - creating community, content, entertainment and games through the launch of Walmart Land and Walmart Universe of Play, because we know our customers spend a lot 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 in the virtual worlds where they play," said William White, Chief Marketing Officer of Walmart US in a recent news item about the company's new venture.
Other companies are also focusing on the metaverse to gain prominence
Walmart has taken a major step towards turning the metaverse into an increasingly popular commerce channel. A study published by Accenture shows that consumer interest in shopping in the metaverse may be greater than previously thought.
According to Jill Standish, managing director and global head of retail at Accenture Group, "The era of the metaverse has already begun and for consumer-facing companies, it's not a question of whether to enter the metaverse, but rather how to do so."
As a result, brands will have to reimagine and test what these new interactive experiences can mean for consumers. As is the case with other famous brands that have already launched their experiences or virtual storefronts on Roblox, such as Chipotle , American Eagle , Dick's Sporting Goods , and Pacsun .
Other famous brands and artists have also taken the lead and have already launched their experiences or virtual showcases in the Metaverse, as is the case of Boca Rosa Company and Anitta.
Metaverse: Is it worth it?
Despite these global initiatives, the Metaverse is still a somewhat distant reality for the majority of the population. There may be some early adopters, especially tech lovers and generation Z , but there is still a long way to go until general acceptance.
Sep 30, 22 | 4 min read
walmart wave of the metaverse
Reading time: 4 minutes
Walmart is taking its first step into the metaverse with two experiences, Walmart Land and Walmart's Universe of Play, debuting on the online gaming platform Roblox .
The retail giant has created virtual spaces that offer interactive content and exclusive entertainment to its customers. This is a new way that Walmart has found to reach its shoppers, connecting especially with its younger audience.
Introducing Walmart Land on Roblox
Walmart Land delivers beauty, fashion and style content directly to the global Roblox community of over 52 million daily users, debuting with three major experiences: Electric Island, House of Style and Electric Fest.
Electric Island is inspired by the world's biggest music festivals, where users can take part in dance challenges and venture into a DJ booth. It also features a Netflix trivia experience with Noah Schnapp from "Stranger Things."
Meanwhile, House of Style, which features a virtual dressing room and cosmetics bar, allows users to participate in motion capture shows with artists such as Madison Beer, Kane Brown and YUNGBLUD.
Additionally, Walmart's Universe of Play will offer a virtual toy trail on Roblox, bringing the best of Walmart to life in a virtual world, including:
Immersive games that offer sweden email list experiences with famous gaming products and characters.
Desired Rewards, where users will be able to collect rewards based on their online performance.
Virtual adventures, where users can travel through the Walmart universe faster with their avatars.
"We're going big - creating community, content, entertainment and games through the launch of Walmart Land and Walmart Universe of Play, because we know our customers spend a lot 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 in the virtual worlds where they play," said William White, Chief Marketing Officer of Walmart US in a recent news item about the company's new venture.
Other companies are also focusing on the metaverse to gain prominence
Walmart has taken a major step towards turning the metaverse into an increasingly popular commerce channel. A study published by Accenture shows that consumer interest in shopping in the metaverse may be greater than previously thought.
According to Jill Standish, managing director and global head of retail at Accenture Group, "The era of the metaverse has already begun and for consumer-facing companies, it's not a question of whether to enter the metaverse, but rather how to do so."
As a result, brands will have to reimagine and test what these new interactive experiences can mean for consumers. As is the case with other famous brands that have already launched their experiences or virtual storefronts on Roblox, such as Chipotle , American Eagle , Dick's Sporting Goods , and Pacsun .
Other famous brands and artists have also taken the lead and have already launched their experiences or virtual showcases in the Metaverse, as is the case of Boca Rosa Company and Anitta.
Metaverse: Is it worth it?
Despite these global initiatives, the Metaverse is still a somewhat distant reality for the majority of the population. There may be some early adopters, especially tech lovers and generation Z , but there is still a long way to go until general acceptance.