Walmart is entering the metaverse with two experiences that will debut on the online gaming platform Roblox on Monday.
The retail giant's first step into the virtual world will include a toy-dropping airship, a music festival featuring popular performers, a variety of activities, and a store of virtual merchandise, or "verch," similar to what customers can get in Walmart stores and on its website.
Walmart Land and Walmart's Universe of Play are the names of the two experiences.
Walmart is experimenting with new ways to connect customers, especially after the pandemic disrupted shopping routines and increased consumer involvement with social media, smartphones, and gaming websites.
TikTok, Twitter, and YouTube have all featured shoppable livestreaming events organized by the big-box store. It developed meal recipes in collaboration with Meredith, the media group that owns Allrecipes, Parents, and Better Homes & Gardens.
It has also launched an augmented reality-powered Pinterest service that allows customers to visualize how furniture or decor would look in their own houses.
According to William White, Walmart's chief marketing officer, Roblox will act as a testing ground for Walmart as it examines moves in the metaverse and beyond.
He stated that the experiences are tailored to the next generation of shoppers, notably Gen Z, who are often regarded as being 25 or younger. White stated that the company hopes to learn from the collaboration.
"How are we promoting relevance in cultural discourse?" How can we foster community and engagement? "How are we shifting the needle in terms of brand favorability with younger audiences?" he asked. "That's exactly what we're aiming for here."
Earlier this year, Walmart stealthily registered for metaverse-related trademarks. Some of the trademarks expressed an interest in creating or selling virtual goods, as well as providing consumers with virtual currency and non-fungible tokens, or NFTs.
White refused to say whether or not Walmart will use those trademarks.
For the time being, he claims that Walmart will not profit from its immersive experiences. On Roblox, players may earn tokens and other rewards to spend on virtual goods.
National brands, such as L.O.L. Surprise! toys and Skullcandy headphones, were included in the experiences based on their appeal with Roblox's younger population of gamers, not on payment, he explained.
However, Walmart might profit from it in the future by charging a brand for inclusion or attempting to convert people's virtual experiences into real-world shop visits or online purchases, according to White.
"Electric Fest," Walmart Land's virtual event in October, will include Madison Beer, Kane Brown, and Yungblud.
Walmart is attempting to integrate the virtual and actual worlds.
Universe of Play contains games that feature things from Walmart's top holiday toy list, such as Razor scooters and Paw Patrol and Jurassic World characters, which could be a nudge to get Roblox users to ask for them.
Walmart Land has an obstacle course made up of large goods from the retailer's Gen Z-focused cosmetic brands, such as Bubble skin-care products and Uoma by Sharon C makeup, as well as a virtual changing room filled with garments from its exclusive fashion lines, such as Free Assembly.
During the Covid epidemic, Roblox attracted a large number of new users and debuted on the stock market last year. According to the firm, the gaming platform rose from 32.6 million daily active players in 2020 to more than 52 million in 2021.
It has traditionally attracted more young children and teenagers, although the firm claims to be attracting users of all ages.
The platform gets the majority of its money through in-app sales, but it is experimenting online advertising and intends to launch a larger ad campaign next year.
Roblox's market capitalization is over $21.2 billion, but its shares have fallen roughly 66% this year.
More retailers and companies have joined Roblox as its user base has grown. Higher-end designers like Ralph Lauren and teen-oriented firms like PacSun are among them. Vans, a sports footwear company, has a virtual skate park in Roblox.
Roblox highlighted the success of brand experiences, including top destinations for users aged 17 and up, in a year-in-review blog post.
Nikeland, where users' avatars may engage in a dunk contest or try on the company's gear, and Gucci Garden, where users can explore a store of limited-edition virtual items and avatars can strike a pose, were among them.
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