Consumers who cannot get enough of Walmart shopping can now experience a gamified version of the brand from the comfort of their own homes.
The retail giant launched Walmart Limited Wednesday, according to a LinkedIn post by Spatial Audio, a tech company that creates a 3D listening experience for podcasts, virtual reality, gaming, and other forms of media.
Walmart Unlimited, a website, is a fusion of interactive storytelling, immersive commerce, and gameplay that involves four characters—Brooklyn, Milo, Raya, and Jabari. Guided by mentors inspired by real-life Walmart suppliers, players will face challenges and overcome obstacles, all while being able to shop Walmart products.
Two more parts of Walmart Unlimited will be released in April and May. Walmart did not respond to a request for comment.
The shopping feature of the game is powered by Walmart’s Unity software development kit. In January 2024, Walmart and Unity, a creator of real-time 3D content, announced they were joining forces and would give Unity developers the ability to integrate Walmart’s commerce APIs directly into their games and apps. This integration enables creators to sell physical items in RT3D experiences across more than 20 platforms, unlocking new ways to connect with customers while establishing new monetization channels in games and experiences made with Unity.
“This announcement paves the way for new innovation in commerce for games and other virtual experiences,” said Marc Whitten, president of Create at Unity, in a press release.
Walmart has tested immersive commerce in online worlds with Unity over the last couple of years in the form of House Flip, Avakin Life, and ZEPETO. House Flip allows users to renovate, decorate, and sell virtual homes. In Avakin Life, Walmart gave players the ability to purchase virtual twins of their latest apparel or receive the virtual item for free with the purchase of the physical item. Walmart and ZEPETO involved integrating immersive commerce capabilities into select spaces on the Naver Z platform for future brand integrations.
The Bentonville, Ark.-based retailer launched Walmart Realm in May. Walmart Realm is a gamified marketplace of immersive virtual shops.
Gamification was a hot topic at the National Grocers Association’s annual meeting earlier this week in Las Vegas. James Councill, the loyalty and promotions business unit manager at ECRS, which specializes in point-of-sale systems and retail solutions, said shoppers are looking for rewards during their digital journey, with younger consumers especially attracted to gamification. Councill said grocers need to do both.