Walmart has introduced two “immersive experiences” on the online game platform Roblox. The store is portraying the launch as an ambitious foray into the metaverse, but the “experiences” — two online realms branded Walmart Land and Walmart’s Universe of Play — are really simple means to market products to children. Roblox may seem little, yet it has over 50 million daily active players, two-thirds of whom are under the age of 16. That suggests Walmart is most likely experimenting with virtual worlds in order to capture this market.
