Walmart Is Latest Brand to Join Roblox Metaverse to Reach New Audiences

Roblox is quickly becoming home to more and more virtual activations and digital lands built by brands, sports leagues, and music artists as they look to connect and engage with younger audiences. Whether these early metaverse efforts will pay off remains to be seen, but it’s not for lack of trying: Spotify launched Spotify Island earlier this year, with iHeartRadio’s iHeartLand following soon after.

The latest brand to debut new immersive experiences on the platform is retail giant Walmart, with Walmart Land and Walmart’s Universe of Play. The company describes the latter as “the ultimate virtual toy destination in Roblox” and hopes to reach “the next generation of customers” who will be able to experience new toys and subsequently add them to their holiday lists. In Universe of Play, players can explore different toy worlds, play toy-themed games, and collect virtual toys.

Both experiences include interactive elements for customers to engage with and are designed around Walmart’s brand, including its logo and its brand colors of blue and yellow. Walmart Land includes a virtual merch store, a Ferris wheel, and mini games through which players can earn tokens and badges.

In addition, it features Electric Island, where users can participate in dance challenges and learn to mix different beats in the DJ booth, and House of Style, which includes a virtual dressing room and strike-a-pose challenge. Throughout the month of October, players can check out Electric Fest on Electric Island, a motion-capture concert with performances from artists including Madison Beer, Kane Brown and YUNGBLUD.

“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,” said Walmart U.S. CMO William White. “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.”