Dive Brief:
- Walmart has partnered with gaming platform Spatial on an interactive media series that allows players to purchase real-world goods from the retailer, according to a press release.
- Walmart Unlimited releases in three episodes, each brought to life through a blend of colorful animated scenes and video game levels. The story centers on tapping into superpowers and unlocking “unlimited potential,” featuring characters inspired by Walmart suppliers and Spatial users.
- This is the first piece of Spatial content that weaves shopping capabilities into gameplay, aligning with Walmart’s goal of offering “frictionless commerce” experiences. The commerce hub is powered by Walmart’s Unity Software Development Kit (SDK), which the retailer aims to implement into more games.
Dive Insight:
Walmart continues to step up its efforts to tie together e-commerce with gaming, a popular activity with valuable Gen Z consumers. The collaboration with Spatial, an 18-plus gaming platform, on Walmart Unlimited marks the first use of Walmart’s Unity SDK, which the big-box store aims to integrate into future Spatial experiences and other independent video games built on the Unity engine. Unity’s editor is used by some 1.2 million game developers monthly, potentially giving Walmart a wide reach. Walmart has dubbed these cross-channel commerce experiences as Adaptive Retail.
“Gaming is one of the biggest forms of entertainment on earth, reaching more than 3 billion people spanning diverse backgrounds and interests,” said Justin Breton, director of brand experience and partnerships at Walmart, in a statement. The executive added that “Unity broadens our ability to engage with new customers by adding value to the gaming industry for both gamers and developers.”
Web-based Walmart Unlimited has the look and feel of superhero media and throws a spotlight on Walmart suppliers. For example, one character is based on Ibraheem Basir, the founder of the Creole, Caribbean and Latin American-inspired food brand A Dozen Cousins. After users play through each episode of the trilogy, they can shop goods from featured suppliers through a dedicated in-game hub. The final two installments will be released in April and May.
Walmart Unlimited was directed by animation studio Martian Blueberry and developed with the help of game studio Pigiama Kasama. The concept echoes past Walmart gaming initiatives, including experiences built for Roblox like an ambitious Universe of Play world that was wound down after six months. Walmart’s gaming bets have received some pushback from advertising watchdogs that view these tactics as a way to stealthily market to children.
Walmart Unlimited represents a new experiment for the big-box store but is part of its larger strategy of boosting online retail as it looks to stay competitive with Amazon. The company’s global e-commerce sales rose 16% in the crucial fourth quarter, bolstered by U.S. marketplace growth.
