Walmart Land

Walmart has entered the metaverse platform, Roblox, with two new immersive experiences.

  • ClientWalmart
  • StudioVirtual
  • LocationNew York

Walmart Land and Walmart’s Universe of Play aim to bring the best of Walmart’s products to life in a virtual world. Journey assisted Walmart in the creation of this groundbreaking Metaverse experience. We created game spaces for a virtual music festival and a plethora of experiences; realizing Walmart’s commitment to the changing needs of its customers, ultimately helping them to keep up with the latest developments in Web-3 immersive experiences.

The Brief

Create two immersive experiences to engage the next generation of Walmart fans.

Our Response

Journey assisted in the development of two immersive experiences, Walmart Land and Walmart’s Universe of Play, which bring the best of Walmart’s products to life in a virtual world. We also helped develop Electric Fest, a one-of-a-kind virtual music festival. 


Walmart Land debuts with three big experiences, Electric Island, House of Style, and Electric Fest. The virtual store allows users to buy merchandise for their avatars.

For Electric Fest, Journey produced virtual avatars of Madison Beer, YUNGBLUD & Kane Brown. The artists performed in a motion capture studio wearing bodysuits that recreated their movements on a virtual stage. Electric Fest launched in October as a three-day virtual music event and had over 100,000 participants.

House of Style offers a virtual dressing room, a strike-a-pose challenge, a cosmetics obstacle course, and a roller-skating rink. 

The world’s greatest music festivals inspire Electric Island and include an interactive piano walkway, a dance challenge, a Netflix trivia experience, and a DJ booth.

Walmart’s Universe of Play offered the latest and greatest toys and games in Roblox. The platform includes five new games featuring products and characters from popular franchises like Jurassic World, Magic Mixies, L.O.L. Surprise!, Paw Patrol, and Razor Scooters. Users can collect virtual toys to earn coins redeemable for avatar ‘verch.’

Walmart’s entry into Roblox, with Walmart Land and Walmart’s Universe of Play, offers customers a new and exciting way to experience the retailer’s products with a focus on innovation and customer engagement. 

Within the first two weeks of launch, Walmart Land was featured in over 500 pieces of press and saw 4.9 million visitors.

– The Shorty Awards

— Walmart Land

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