Walmart will launch two new experiences Monday on Roblox, an online gaming platform.
The retail giant will launch its first virtual venture in the virtual world with a blimp that drops toys, music festivals featuring top artists and a variety of games. A store of virtual merchandise, called “verch,” will be featured, which matches what customers might find in Walmart’s stores or on its website.
Walmart Land is the name of both of these experiences. Walmart’s Universe of Play is the name of the other experience.
Walmart is trying new ways of reaching shoppers after the pandemic, which has seen shopping habits change and consumers engage with gaming, social media and apps.
Big-box retailer has hosted shoppable livestreaming events through TikTok, Twitter, and YouTube. It has created meal recipes through a partnership with Meredith, the media company that owns Allrecipes, Parents and Better Homes & Gardens. A Pinterest-powered augmented reality tool allows customers to visualize how their furniture and decor might look in their homes.
Walmart’s chief marketing officers, William White, stated that Roblox will be a test ground as the company considers other moves in the metaverse. The experiences are created with the next generation in mind, specifically Gen Z. This is defined as shoppers between 25 and 35. White stated that the company will be learning from the partnership.
“How do we create relevance in cultural conversation?” How do we develop community and engagement? How do we get from a brand preference to a community and engagement? [standpoint] “With younger audiences?” He said. “That’s the goal we are trying to accomplish here.”
Walmart quietly filed metaverse-related trademarks earlier in the year. Some trademarks expressed interest in selling or making virtual goods, and also offering virtual currency to users.
White declined to disclose whether or how Walmart would use the trademarks.
He said that Walmart will not make any money off its immersive experiences. Roblox allows gamers to earn tokens or other rewards which they can redeem for virtual merchandise. You can also find national brands like L.O.L., a toy label. Surprise! and Skullcandy headphones, were included in the experiences based on their popularity with Roblox’s younger audience of gamers — not based on paying, he said.
White stated that Walmart could still make money by allowing brands to be included or turning people’s virtual experiences into physical store visits or online orders in the future.
Walmart Land’s October virtual concert “Electric Fest” will feature Madison Beer and Kane Brown, as well as Yungblud.
Walmart is trying to link the physical and virtual worlds.
Universe of Play has games that feature items from Walmart’s top toy list for the holiday season — like Razor scooters and Paw Patrol and Jurassic World characters — a potential nudge to get Roblox users to ask for them. Walmart Land offers an obstacle course featuring oversized items from Gen Z-focused beauty brands like Bubble and Uoma by Sharon C. It also has a virtual dressing room that features apparel from its exclusive fashion line, Free Assembly.
Roblox gained many new users during Covid’s pandemic. It also debuted on the stock exchange last year. According to the company’s figures, the gaming platform saw an increase of 32.6 million users per day to 52 million in 2020. Although it has always attracted more teens and young children, the company claims that it now attracts users of all ages.
Although the platform’s main revenue comes from in-app purchases it is currently testing online advertising. It plans to expand its ad campaign next year.
Roblox’s market capitalization is approximately $21.2 billion. However, its shares have fallen nearly 66% this year.
Roblox has seen a rise in userbase, and more retailers have jumped in to support it. They include brands such high-end as Ralph Lauren and PacSun, which are teen-oriented. Vans, a sports footwear brand, has a Roblox virtual skate park.
Roblox shared their year-in-review blog post which highlighted the success and top destinations for users 17 years old or older. These included Nikeland where avatars can compete in a dunk competition or try on company gear. Gucci Garden was where users could browse a boutique with limited-edition virtual goods and avatars could strike up a pose.
