Walmart (NYSE: WMT) is the latest major corporation to enter the metaverse this week, with the retail giant premiering two virtual worlds on online gaming platform Roblox (NASDAQ: RBLX).
The two worlds, called "Walmart Land" and "Universe of Play" are aimed at younger audiences a, letting Roblox players do things like collect virtual merchandise, play games, earn toy rewards from a blimp, and attend live concerts.
"This is another step of reaching our customers in unexpected ways and in places where they're spending their time," said William White, chief marketing officer at Walmart U.S., in a statement. "I think that Walmarte showing up in this way is just another example of how we're thinking about what's next, how we're reimagining unique, innovative ways to engage with our customers."
While Walmart is not the only company to make a virtual world on Roblox, with Nikeland (NYSE: NKE) and Gucci Town (OTC: PPRUY) being some of the first, it seems to be making one of the biggest efforts.
Walmart Land--whose target audience is older children and younger teens--allows Roblox players to enter an amusement park complete with a Walmart-branded Ferris wheel. Within the park, users can currently visit three big experiences: Electric Island, House of Style, and Electric Fest, with more attractions expected to debut in the near future.
Electric Island was "inspired by the world's greatest music festivals," offering players an interactive piano walkway, dance challenges, a Netflix (NASDAQ: NFLX) trivia event featuring actor Noah Schnapp, and a DJ booth where users can test out their own custom beats. Also on Electric Island, players can attend Electric Fest, which will showcase performances from popular artists like Madison Beer, Kane Brown and YUNGBLUD.
At House of Style, Roblox users can interact with a virtual dressing room and play in an oversized cosmetics obstacle course made up of products from af94, UOMA by Sharon C., ITK by Brooklyn & Bailey, Lottie London, Bubble and more.
Aimed at a much younger audience, Universe of Play allows players to engage with games that feature items from popular products and characters from L.O.L. Surprise!, Jurassic World, Paw Patrol, Magic Mixies and Razor Scooters. Through these immersive games, users will be able to collect virtual toys and earn coins to purchase avatar verch.
These Roblox experiences will serve as a testing ground for the big box retailer as is looks to explore the potential the metaverse has for the future of shopping, White told CNBC in an interview, with focus on the next generation of consumers.
White added that its current partnership with Roblox is not expected to be profitable, but there is potential for Walmart to make money in the future through ways like charging brands for inclusion or translating virtual experiences into real-world store first or online purchases.