On Monday, Walmart will be introducing two brand new experiences for users of the online gaming platform Roblox.
The first foray of the retail giant into the world of virtual reality will consist of a music festival featuring famous singers, a blimp that drops toys, a variety of different games, and a store of virtual goods, also known as "verch," that is similar to what customers can find at Walmart's physical stores and on the company's website.
The two different experiences are known as Walmart Land and Walmart's Universe of Play.
Walmart is experimenting with new techniques of customer engagement in light of the ways in which the epidemic has altered consumer shopping patterns and boosted their usage of social media, apps, and gaming websites.
The big-box retailer has hosted livestreaming events that may be purchased on the social media platforms of TikTok, Twitter, and YouTube.
It has developed meal recipes in conjunction with Meredith, the media group that is the owner of Allrecipes, Parents, and Better Homes and Gardens, and this collaboration has taken place in the United States.
In addition, it just released an augmented reality application on Pinterest, which enables consumers to imagine how furniture or home décor will appear in their own homes before they purchase them.
According to William White, Walmart's chief marketing officer, Walmart will utilize Roblox as a testing ground when evaluating potential movements in the metaverse and beyond.
Roblox will serve in this capacity for Walmart. He said that the experiences had been designed with the up-and-coming generation of consumers in mind, specifically Gen Z, which is generally understood to be composed of people who are 25 years old or younger.
White states that the organization has high aspirations of acquiring new knowledge through the partnership.
"How do we foster cultural conversation that is pertinent? How can we encourage participation and a feeling of belonging within the community? He posed the question, "How are we going to increase the favorability of the brand with younger audiences?" After all, we are working toward that goal in this location.
At the beginning of this year, Walmart put in a stealth application for a trademark that was associated with the metaverse. Some of the trademarks indicated a desire in developing virtual products or providing consumers with virtual currency, non-fungible tokens, or NFTs. Other trademarks showed no such inclination.
White did not want to comment on whether or how Walmart plans to use those trademarks, so he refused to comment.
According to him, Walmart will not make any money off of their immersive experiences for the time being. Roblox players can earn tokens and other awards to go toward the purchase of virtual goods on the platform.
According to his claims, national companies like Skullcandy headphones and the toy business L.O.L. Surprise! were incorporated into the experiences since the younger gaming demographic of Roblox, the creator, requested them. Payment was not required.
However, White stated that in the future Walmart may try to monetize it by charging a brand for inclusion or by seeking to convert users' virtual experiences into in-person or online shop visits. This would be done in an effort to generate revenue.
In the month of October, the online event known as "Electric Fest" will take place on Walmart Land, featuring performances by Madison Beer, Kane Brown, and Yungblud.
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Walmart is seeking to build links between the online and offline worlds through both of their platforms.
Roblox's Universe of Play contains games that include items from Walmart's top holiday toy list, such as Razor scooters, Paw Patrol characters, and Jurassic World dinosaurs.
The purpose of this is to provide users with a possible incentive to ask for these goods as gifts. In Walmart Land, you can try on clothes from its high-end fashion lines like Free Assembly in a virtual changing room filled with clothing from its high-end fashion lines like Free Assembly.
Walmart Land also features gigantic items from the retailer's Gen Z-focused beauty brands, such as skin care from Bubble and makeup from Uoma by Sharon C.
Roblox gained a significant number of new users and had its initial public offering (IPO) the year before the Covid outbreak, both of which occurred simultaneously.
According to the company, there are currently more than 52 million players who access the gaming platform on a regular basis, which is an increase from the 32.6 million players who used to use the platform in 2020.
The majority of its users have traditionally been younger children and teenagers, but the company believes that it is now attracting people from a wider spectrum of ages to its user base.
While the platform is looking into online advertising, its primary source of revenue comes from in-app sales, and in 2019 it intends to make a greater push in the advertising market.
Even though the company has a market value of over $21.2 billion, Roblox's share price has dropped by almost 66 percent so far in 2018.
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Because of this, there has been a growth in the amount of stores and businesses that use Roblox. Companies catering to teenagers like PacSun and high-end fashion brands like Ralph Lauren are examples of these kinds of businesses.
Vans, a corporation that makes athletic shoes, owns the digital skate park that can be found on Roblox. In a blog post reflecting on the last year, Roblox praised the accomplishments of its brand experiences, which included the platform's most popular spots for users aged 17 and older.
These included Nikeland, where users' avatars could shop for the brand's apparel or compete in a dunk contest; Gucci Garden, where users could browse a boutique of limited-edition virtual items and pose with their avatars; and other similar places. Gucci Garden offered users the opportunity to pose with their avatars.
