Walmart launches community-inspired virtual experience, Walmart Discovered, on Roblox; experience spotlights games, indie experiences, virtual items from community creators, as voted on by the community

Sample article from our Retail & Omnichannel

September 26, 2023 (press release) –

Millions of customers are exploring virtual platforms, interacting with each other and brands, as well as building online communities. That number continues to grow every day, so we’re spending more time there, testing, learning and creating innovative experiences that not only inspire customers, but also foster those communities and connections.


It’s why today, I am excited to share we’re launching a new experience on Roblox: Walmart Discovered.


As we began to craft this experience, we listened to our growing community on the platform and found that they were seeking easier ways to discover experiences and virtual items. Walmart Discovered is a first-of-its-kind activation that creates a new way for users to “find their thing” by discovering the best games, indie experiences and virtual items as voted on by the community. Through this new nomination system, Walmart Discovered will spotlight 300+ community creators, from digital fashion designers to experience developers, over the next four months.


Walmart Discovered, which is available to those 13 and older*, is a truly immersive destination where users can discover trending virtual items and creators of all sizes – from micro to macro – and those developers can monetize through sales of their virtual items via Robux, Roblox’s native currency.


Once in the world of Walmart Discovered, users can explore familiar but reimagined departments like:

  • Sports: Call the shots and discover top games and the best sports-inspired accessories for your avatar.
  • Pets: Let your imagination run wild in this immersive destination featuring pet-themed experiences and virtual items.
  • Racing: Live life in the fast lane in this gamified destination inspired by popular racing experiences on the platform.
  • Beauty: Uncover trending virtual fashion and beauty items from community designers.
  • Additional departments include Trending, Town & City, and Entertainment with new departments and events to be released later this year.


We’re also creating opportunities for users to express themselves and further customize their experience via My Department and My Cart. With My Department, users can save virtual items or new experiences they’ve discovered to revisit or purchase later. Users will also be able to decorate and customize “their” department, including a selfie corner that allows them to create social-first content to showcase their avatar’s latest virtual fashion. As users nominate and discover more, they’ll level up within the experience and unlock the ability to upgrade their in-experience sidekick: My Cart. This feature, inspired by the nostalgia of Walmart’s iconic shopping carts, allows users to express themselves and navigate the experience in a way that’s entirely their own.


Those age 13 and older can explore Walmart Discovered on and on common devices and platforms including PC, Mac, iOS, Android, Amazon devices, Xbox consoles, Oculus Rift and HTC Vive.


We set out to create a place where our customers can find inspiration and build community. We can’t wait for them to experience Walmart Discovered.


*Walmart has worked with the BBB National Programs Children’s Advertising Review Unit (CARU) to earn a Children’s Online Privacy Protection Act (COPPA) Safe Harbor certification for Walmart Discovered, which demonstrates that CARU has independently reviewed and verified that Walmart Discovered complies with COPPA.

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.

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Jason Irving
Jason Irving
- SVP Enterprise Solutions -

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