Walmart has partnered with Roblox online gaming platform to enter the metaverse. The collaboration also allowed the retail chain to launch Walmart Land and Walmart’s Universe of Play.

On Monday, Sept. 26, Walmart confirmed it has jumped into metaverse and unveiled its two immersive online experiences with Roblox as well. Members of the Roblox community are now free to check out Walmart’s space in the virtual world and have fun listening to music, unlocking interactive content, and more.

As per CNN Business, the company is aiming to get the attention of the next generation of shoppers through its foray into the metaverse. It also considered the fact that the shopping habits of most customers have changed due to the COVID-19 pandemic, so it is hoping that Walmart Land will help it attract new customers and boost its e-commerce sales.

The retailer explained it is looking to draw in the younger generation into virtual reality. In its new Walmart Land, there is an Electric Fest experience that Gen Z would surely enjoy as it will feature performances from American singers Kane Brown and Madison Beer.

There is a virtual dressing room in the “House of Style” experience on Walmart Land as well, and it offers merchandise such as Halsey’s makeup brand called “afp4” and twin YouTubers Brooklyn and Bailey McKnight’s ITK skincare line.

Another Roblox experience that the retailer is offering is called Walmart’s Universe of Play. Players and customers can try immersive games here and see characters from Walmart’s most popular holiday season toy items, including Paw Patrol, L.O.L Surprise! and many more.

”We are showing up in a big way – creating community, content, entertainment and games through the launch of Walmart Land and Walmart’s Universe of Play,” Walmart US’ chief marketing officer, William White, said in a press release.

The CMO added, “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 are focusing on creating new and innovative experiences that excite them, something we are already doing in the communities where they live, and now, the virtual worlds where they play.”