Walmart launches Roblox Worlds metaverse platform

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2022-09-29 21:01:46

America’s leading retail chain Walmart moves into the Metaverse space, with a two-experience product in Roblox (RBLX).

America’s retail tycoon – Walmart officially joined the ranks of major brands participating in the Metaverse universe. And Roblox has been described as an “experimental project” for future moves to the Metaverse.

Walmart’s virtual world in Roblox is called Walmart Land and Walmart’s Universe of Play, which allows users to participate in a variety of special experiences such as a fashion show and a Jurassic Park-themed egg-collecting game. Players will also have the opportunity to collect coins and in-game tokens, prizes and “verch” (“virtual goods”). These two products have been promoted by Walmart right in the context of the Covid-19 pandemic.

Details of the Tweet:

The above action comes after Walmart filed seven trademark applications, revealing its intention to manufacture and trade virtual goods and currencies by the end of December. In addition, it was recently revealed that Walmart will return to the market. became the distributor of the NFT Version for the DC Comics series.

Walmart is intrigued by the potential of Metaverse
Walmart is intrigued by the potential of Metaverse

With more than 40 million plays per day, Roblox is a popular open-world online game today. When asked about the reason for choosing Roblox, William White – Marketing Director of Walmart US shared:

“Roblox is one of the largest and fastest growing platforms in the metaverse, and we know our customers are spending a lot of time here.”

According to statistics, almost a quarter of the 52.2 million daily active users on Roblox in Q2 2022 are under 13 years old. It seems that Walmart is trying to exploit this small user base, as Universe of Play is aimed at a lively game world.

However, Roblox has faced criticism when it comes to controversy for putting the ad in a place popular with children. The platform’s complaints about its ability to protect its users and its expansion of revenue streams through advertising have raised concerns about fraudulent marketing practices.

This past July, a complaint was filed with the Federal Trade Commission accusing Roblox of “evading responsibility” for complying with advertising laws. Complaints are only by name Netflix, Nike, Hasbro and Mattel. A similar complaint was also filed with the Advertising Standards Authority in the UK in August.

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