Walmart Launches Metaverse Games on Roblox, Drawing Criticism
US retail giant Walmart has entered the metaverse space by launching game-like experiences on the popular platform Roblox. However, the move is facing backlash for targeting children.
Walmart’s two divisions, Walmart Land and Walmart’s Universe of Play, will introduce various new games on Roblox. These include a fashion show where players can participate and a Jurassic Park-themed game for collecting eggs. Players have the opportunity to earn in-game tokens, prizes, and virtual merchandise known as “verch.”
This venture into the metaverse comes after Walmart’s patent filings earlier this year, indicating its interest in cryptocurrencies, NFTs, and the metaverse.
While Walmart has not officially commented on its partnership with Roblox, William White, Chief Marketing Officer at Walmart US, stated that they chose Roblox because of its high user engagement.
Criticism Over Targeting Children
The use of Roblox by both Roblox itself and Walmart has drawn criticism due to the platform’s large number of daily active users who are children under 13 years old.
Moreover, Walmart’s messaging appears to specifically target children with statements like “making a toy wish list has never been this fun! Find them all at Walmart.”
In April, the American non-profit organization Truth in Advertising filed a complaint with the Federal Trade Commission against Roblox for neglecting advertising regulations.
Hot Take: Is Walmart Exploiting Kids in the Metaverse?
Walmart’s entry into the metaverse through Roblox has sparked controversy regarding its targeting of young children. Critics argue that by promoting its products and encouraging children to spend time on their platform, Walmart is exploiting vulnerable consumers who may not fully understand the implications of their actions. The use of game-like experiences and virtual merchandise to engage children further raises concerns about the ethics of this strategy. While it remains to be seen how Walmart will navigate these criticisms, it highlights the need for responsible corporate engagement in the metaverse, especially when it comes to younger users.
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