Walmart is now looking to promote its brand through metaverse


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With the release of two new Roblox experiences, retail giant Walmart has officially joined the list of firms looking for innovative ways to promote their brands through metaverse platforms.

Roblox has a good amount of unofficial Walmart-themed games, but in December 2021, the company itself filed many patent applications for virtual products and currencies.

Walmart to offer tons of new activities and games

Users will be able to participate in various new activities and games at Walmart Land and Walmart’s Universe of Play, including a fashion show and an egg-collecting game with a Jurassic Park theme. Additionally, there will be opportunities for players to collect in-game currency and tokens, rewards, and “verch” (virtual merch).

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“Customers are spending loads of time there,” said William White, chief marketing officer of Walmart US of Roblox. Notably, the retail giant had also installed 200 Bitcoin ATMs across its stores in October last year, as TheCoinRise reported.

According to the data given at sign-up, about a quarter of the 52.2 million daily active Roblox players in Q2 2022 are younger than 13 years old. Making a toy wish list has never been more fun, according to the company’s Universe of Play, which looks to be an attempt to cater to this young user base. 

The in-game advertisements may also be seen by keen observers. Roblox announced plans to introduce ads in 2023 earlier this year after previously having difficulty generating revenue beyond the sale of virtual goods. 

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By the end of the year, it promised to test ads with specific companies and developers as it looked for methods to “gently” add more advertising. Perhaps one of these test cases is Walmart. Players may “find all the best toys” in their shops, according to the billboards that the company has placed in-game and are clearly labeled as advertisements.

But there has been some debate over placing advertising on a kid-loving site. Roblox has come under fire for its ability to protect its users, and as the firm looks for new ways to profit through advertising, organizations like the American non-profit Truth in Advertising have expressed concerns about misleading advertising methods.

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