Walmart Inc. today announced that it’s launching two immersive experiences on the popular online game platform Roblox, an effort the company hopes will attract a younger kind of shopper.

These new virtual worlds will be called “Walmart Land” and “Walmart’s Universe of Play,” both of which won’t give players the ability to buy stuff in any actual Walmart store. The idea is to introduce kids to Walmart in what looks and feels like a cool metaverse experience.

The company said that in Walmart Land, players will be able to wander around, collect virtual coins and buy what Walmart is calling “verch.” These are virtual goods, but they align with things Walmart sells in its stores or online. Users can visit virtual islands where there might be music playing, with an island soon to come to the experience where players can try on clothes and fashion accessories. With a Roblox community of more than 52 million daily users, this is how Walmart intends to bring the young to its stores.

“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 Walmart U.S. Chief Marketing Officer William White. “Roblox is one of the fastest-growing and largest platforms in the metaverse, and we know our customers are spending loads of time there. So, we’re focusing on creating new and innovative experiences that excite them, something we’re already doing in the communities where they live, and now, the virtual worlds where they play.”

Walmart’s “Universe of Play” will feature a number of challenges, all of which can earn the player more coins and trophies. There will be immersive games, a Walmart blimp will regularly drop toys, and throughout certain adventures, kids can get their hands on things such as hoverboards and what the company calls a Sharper Image drone.

The move into the metaverse is in line with Walmart’s venture into emerging technologies. Just recently the company announced a new digital product that combines augmented reality and artificial intelligence to give shoppers a realistic simulation of what clothing will look like on them.

Photo: Walmart