Big-box retailer Walmart has launched two new experiences on Roblox, the company announced on Monday.
Walmart Land and Walmart’s Universe of Play will let users take part in a range of experiences and games.Retail giant Walmart has joined the list of companies seeking new ways to market their brands via metaverse platforms with the launch of two new experiences in Roblox.
A metaverse rollout was expected from Walmart for some time. While there are plenty of unofficial Walmart-themed games on Roblox, the company itself filed several patents for virtual goods and currencies in December 2021. Almost a quarter of the 52.2 million daily active users on Roblox in Q2 2022 are under the age of 13, according to the information provided at sign-up. It appears Walmart is trying to tap into this young user base, as the retailer's Universe of Play tells players “making a toy wish list has never been this fun! Find them all at Walmart.”
Walmart may be one of these test cases. Its in-game billboards — which are marked as advertisements — tell players that they can “find all the best toys” in their stores.
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