Dive Brief:

• Walmart launched its own Minecraft Java server on March 21 as a way to tie into the excitement for the upcoming movie based on the video game property, according to information shared with Marketing Dive.
• Skyward is a story-driven server where players work to find the Golden Child who left Earth in pursuit of their dreams. Players start on Earth and explore a town before going on missions to other planets. The server will run until May 15, a little more than a month after “A Minecraft Movie” premieres on April 4.
• Walmart will also offer exclusive merchandise related to the upcoming movie, including figurines, a water blaster and a toy version of an in-game sword. The merchandise will be featured in Skyward’s Discord server, where items can be purchased.

Dive Insight:

Walmart is tapping into the Minecraft community in an effort to expand its marketing outreach to gaming fans. The launch of its own Minecraft Java server and accompanying Discord presence allows consumers to interact with the retailer in an unconventional and immersive way while providing an alternative path to purchase. The upcoming release of “A Minecraft Movie” further ties the activation to popular culture and adds relevance.

Walmart has steadily been working on its approach to the gaming ecosystem over the past few years. In early 2025, the retailer worked with gaming platform Spatial to release an interactive media service which allows players to purchase real goods from the retailer. The Minecraft server takes a similar approach, with the accompanying Discord presence serving as a purchasing vehicle. Discord channels play a crucial role for Minecraft players as a place for them to come together to discuss, learn about updates and find information.

An extended video on YouTube for the activation gives an overview of gameplay and shows off the complexity of the world and storyline. 

Gaming has captured marketers interest over the past couple of years in an effort to reach younger consumers. Walmart previously tested the waters on Roblox, a metaverse platform popular with Gen Z consumers. However, it shut down its Universe of Play activation after just six months. While Walmart says the shutdown was planned, Universe of Play came under scrutiny for alleged “stealth advertising to children.” Minecraft offers a similar functionality to Roblox and also comes with concerns related to advertising and children’s safety.

Walmart’s push toward interactive advertising comes as the retailer places a priority on what it calls adaptive retail. This strategy puts a focus on technology and leveraging it to meet consumer expectations.

Walmart isn’t the only brand looking to jump on the Minecraft bandwagon. McDonald’s announced a sweeping activation that will see Happy Meals packaged with toys inspired by “A Minecraft Movie” as well as a scannable code to a web game. Those who order an adult meal through the app will receive a Minecraft add-on pack including McDonaldland mascots and other tools.

Walmart posted Q4 2025 fiscal year revenue of $178.83 billion, a 4.02% year-over-year increase, according to a Feb. 20 earnings call.