American multinational retail corporation Walmart debuts two Walmart worlds on popular Web2 gaming platform Roblox purportedly as a “testing ground” for the Metaverse.
American multinational retail corporation Walmart is the latest conglomerate to venture into the Metaverse. It will be remembered that Walmart previously filed for trademarks related to cryptocurrency and the Metaverse.
The company sees the potential of virtual spaces, especially as a platform for live events. Launching Walmart worlds on Roblox is a good bet, as the popular massively multiplayer online game is a favorite among those who want to try the immersive experience the Metaverse offers.
Walmart Worlds Come to Life
The two Walmart worlds that debuted within Roblox are Walmart Land and Walmart’s Universe of Play. These worlds will be treated as two experiences bringing interactive content and Walmart’s best experience into the Metaverse.
“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’s Chief Marketing Officer William White.
Roblox is said to have approximately 52 million daily users worldwide. Its popularity even reached higher levels during the Covid-19 pandemic. The platform hosts millions of 3D games and worlds, just like the Walmart worlds, primarily created by users.
“Roblox is one of the fastest growing and largest platforms in the metaverse, and we know our customers are spending loads of time there,” said White.
Contrary to what some may think, Roblox is not a Web3 game. It doesn’t feature cryptocurrency, and it is not built around NFTs. It is a traditional Web2 game developed around user-generated content.
It is safe to say that Roblox is a type of online shared world game called “proto-Metaverse,” since it features a closed ecosystem. It also serves as a precursor to future Metaverse worlds that may be more open and interoperable, just like the Walmart worlds.
With his words, White implies that the Walmart worlds in Roblox are somewhat testing grounds for the retailer’s future movements in the Metaverse. And where better to go about it than in Roblox?
The Walmart worlds in Roblox mark the popular retailer’s maiden attempt at turning its brand into interactive online gaming experiences. Only time will tell whether, in the future, Walmart will enter The Sandbox or Ethereum-based Decentraland.
“We’re focusing on creating new and innovative experiences that excite [customers], something we’re already doing in the communities where they live, and now, the virtual worlds where they play,” White said in a release.
A Closer Look into Walmart Worlds
As already mentioned, the two Walmart worlds will bring interactive content from Walmart into the Metaverse.
Walmart’s website describes Walmart Land as “a place where inspiration starts with play.” It will offer users three different experiences—Electric Island, House of Style, and Electric Fest. Users who love entertainment, music, fashion, and style will enjoy exploring Walmart Land, a world “full of mini-games, challenges, events, easter eggs, obbys (obstacles), and more.”
Walmart Land will be an online playground to host concerts, Netflix-themed trivia challenges, and fashion shops that offer digital apparel from real-world brands. Through Walmart Land, Roblox users can redeem their coins and badges to buy merch for their avatars from the retail giant’s virtual store. Check out the list of things users can do in two of Walmart Land’s experiences:
The Electric Island lets users:
- Play Netflix Trivia hosted by Noah Schnapp
- Attend live concerts with popular performers
- Compete in the Dance Off Challenge
- Make beats in the DJ Booth Remix game
The House of Style is where users can:
- Win fashion competitions on skates on the Roller Fashion Runway
- Take fun avatar shots in the Fashion Wheel Photobooth
- Take the salon-inspired Manicure Challenge
- Conquer the Oversized Cosmetics Obby
On the other hand, the Walmart Universe of Play brings well-loved entertainment brands together, like “Jurassic World” and “Paw Patrol” via digital toys and various activities. It will offer users immersive games, rewards, and virtual adventures.
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