Walmart Launches Two New Metaverse Experiences on Roblox

The two new immersive experiences are called Walmart Land and Walmart’s Universe of Play.
Image source: Walmart

Quick take:

  • Walmart Land will feature a virtual merchandise store for Roblox avatars.
  • Walmart’s Universe of Play offers five new games for earning rewards and e-mobility items like hoverboards.
  • Both experiences are accessible via Roblox or PC, Mac, iOS, Android, Amazon devices, Xbox consoles, Oculus Rift and HTC Vive.

American multinational retail corporation, Walmart, today announced the launch of two new metaverse experiences on virtual game platform, Roblox. Called Walmart Land and Walmart’s Universe of Play, the experiences offer Walmart customers unique interactive content and entertainment.

This is part of Walmart’s Web3 expansion efforts following the company’s filing of Web3 trademark applications in January as it explores retail opportunities in the metaverse. 

Walmart Land will bring virtual fashion, style, beauty and entertainment items directly to the global Roblox community of over 52 million daily users while Walmart’s Universe of Play will offer games and virtual toys.

Featuring a variety of immersive experiences, Walmart Land offers a virtual store of merchandise for Roblox avatars, a Ferris wheel giving users a bird’s-eye glimpse of the virtual world, and unlockable tokens and badges that can be earned in various games and competitions.

Walmart Land debuts with three experiences such as Electric Island, which includes a Netflix trivia experience featuring Stranger Things star Noah Schnapp and a DJ booth where users can learn to mix different beats; House of Style, featuring a virtual dressing room, a roller skating rink, and a cosmetic obstacle course; and Electric Fest, a new experience coming in October where users can attend a motion-capture concert celebration featuring performances from popular artists such as Madison Beer, Kane Brown and YUNGBLUD.

In Walmart’s Universe of Play, users can play five new games that offer experiences featuring products and characters from L.O.L. Surprise!, Jurassic World, Paw Patrol, Magic Mixies and Razor Scooters; collect as many virtual toys as they can to earn coins redeemable for their avatar merch; and use e-mobility items like hoverboards to speed up travel through the universe.

“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 William White, chief marketing officer, 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.”

From today, users can access the Walmart Land experience on and Walmart’s Universe of Play on any device including PC, Mac, iOS, Android, Amazon devices, Xbox consoles, Oculus Rift and HTC Vive.

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