Walmart debuts on Roblox as ‘testing ground’ for metaverse


  • Walmart makes its first move in the metaverse with new experiences on Roblox.
  • Walmart Land and Walmart’s Universe of Play to provide dressing rooms, virtual music festivals and modeling possibilities for avatars.
  • Walmart’s recent move is majorly for experimental purposes.

At a time when brands are coming into the metaverse, how can a giant like Walmart lag behind? As per the recent update, the company has launched two worlds in Roblox.

The retail chain has built Walmart Land and Walmart’s Universe of Play in Roblox. Over 52 million users become a part of Roblox each day. Also, millions of 3D games and worlds are hosted on the platform. 

Roblox is a Web2 game that is created around user-raised content. Certain people refer to such an online shared world game as proto-metaverse owing to its closed ecosystem. It is also a pioneer to upcoming metaverse spaces that have possibilities of being even open and interoperable.

This is the first step in online spaces that takes the retailer into Web3 games that are based on non-fungible tokens and other crypto technology. Chief Marketing Officer of Walmart, William White, explained that Roblox worlds are a testing space for decisions of future metaverse.

Roblox is Walmart’s initial attempt to become engaging gaming experiences. A number of trademarks were filed by Walmart last year that all were related to the metaverse and cryptocurrency.  

In a release, White said that they are dedicated towards making new and advanced experiences that are exciting for customers. Also, this is something they have been doing already in the communities they reside in and now will do in virtual worlds.   

An online playground, Walmart Land, organizes concerts, fashion shops and Netflix-based trivia challenges. Furthermore, “Universe of Play” puts together brands such as “Paw Patrol” and “Jurassic World” through digital toys as well as several activities. 

Brands like Wendy’s, Nike, Adidas, Coca-Cola and Gucci have launched their personal games in Web3 metaverse and platforms and Roblox. Facebook’s parent company, Meta, is also creating a valuable metaverse play built on Oculus VR platform.