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Walmart enters Roblox metaverse

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BENTONVILLE, Ark. — Wal­mart has launched two new immersive virtual experiences on Roblox, a metaverse gaming platform.

Called Walmart Land and Walmart’s Universe of Play, the spaces are meant to offer unique interactive content and entertainment for Gen Z shoppers, allowing them to access the best of Walmart in a virtual world, the company said. That includes fashion, style, beauty and entertainment items delivered directly to the global Roblox community of over 52 million daily users. The retailer said it will continue to bring the fun with Walmart’s Universe of Play — the ultimate virtual toy destination in Roblox — offered just in time for holiday wish lists.

“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,” says William White, chief marketing officer for Walmart U.S. “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.”

Walmart Land will feature a variety of immersive experiences, including a virtual store of merchandise, or “verch,” that customers can acquire for their avatars, the company said, as well as such experiences as a physics-defying Ferris wheel giving users a bird’s-eye glimpse of the world and unlockable tokens and badges that can be earned in various games and competitions. Walmart Land debuts with three big experiences, designed specifically with the next generation of customers in mind:

• Electric Island: Inspired by the world’s greatest music festivals, Electric Island includes an interactive piano walkway, a dance challenge, a Netflix trivia experience featuring Noah Schnapp and a DJ booth where users can learn to mix different beats.

• House of Style: Featuring a virtual dressing room, a strike-a-pose challenge, an oversized cosmetics obstacle course (obby) and a roller skating rink, House of Style will offer products including from af94, UOMA by Sharon C., ITK by Brooklyn & Bailey, Lottie London and Bubble.

• Electric Fest: New in October, users can jump back into Electric Island for Electric Fest, a motion-capture concert celebration featuring performances from popular artists such as Madison Beer, Kane Brown and YUNGBLUD.

The year’s best toys will have turned up in Walmart’s Universe of Play, the retailer said. The Roblox community can explore different toy worlds to earn coins for virtual goods, or complete epic challenges to build a personal trophy case and unlock secret codes.

Users can access the Walmart Land experience on and Walmart’s Universe of Play on any device, including a personal computer, Mac, iOS device (iPhone or iPad), Android, Amazon devices, Xbox consoles, Oculus Rift and HTC Vive.


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