Objective

The driving idea behind Walmart Discovered was to redefine how commerce operates in the metaverse by making shopping in Roblox seamless, engaging, and community-driven. Traditional e-commerce models weren’t resonating with players, so we set out to create an experience that blended digital and physical shopping in an innovative way—on the players’ terms.

Our key goals were:

1. Bridging Virtual and Physical Retail – We enabled players to shop for real-world fashion and decor directly in Roblox, unlocking digital twins to express their style both online and IRL.
2. Empowering the Community – By partnering with Roblox creators, we ensured that digital twins were authentically designed by the players, for the players, reflecting their unique tastes.
3. Revolutionizing Product Integration – In a groundbreaking move, a UGC creator’s designs were brought to life and sold in Walmart stores nationwide, seamlessly connecting digital creativity with real-world commerce.
4. Gamifying the Shopping Experience – Through Glide & Seek, we transformed shopping into an interactive, aerial adventure, enhancing engagement and making discovery fun.

By focusing on these goals, Walmart Discovered didn’t just introduce a new way to shop—it set a new standard for commerce in Roblox, proving that digital-first audiences can drive real-world retail success.

Strategy

Bringing Walmart Discovered to life required a bold, player-first approach that reimagined retail in Roblox. Our plan focused on seamlessly integrating real-world shopping with virtual engagement, ensuring authenticity through community collaboration, and making commerce in the metaverse as fun and intuitive as playing a game.

Plan of Action & Execution

1. Seamless Digital-to-Physical Shopping – We built an interactive storefront where players could purchase real-world fashion and decor, unlocking exclusive digital twins in Roblox. This innovative approach blurred the lines between digital and physical shopping.
2. Community-Powered Design – To ensure cultural relevance, we partnered with Roblox UGC creators to design the digital twins, making items by the players, for the players. This grassroots approach ensured authenticity and boosted community engagement.
3. Bridging Virtual Creativity with Real-World Retail – In a groundbreaking move, we selected one UGC creator’s designs to be manufactured and sold in Walmart stores nationwide, bringing Roblox-born creativity into the physical world.
4. Gamified Shopping with Glide & Seek – To drive engagement, we introduced a dynamic mini-game where players raced through virtual worlds in custom carts, turning shopping into an immersive adventure.

Challenges & How We Overcame Them

1. Simplifying the Shopping Experience – Traditional in-game purchases were clunky, and the conversion from virtual to real-world purchases was unexplored territory. We streamlined the process by creating a frictionless transaction system that mirrored the ease of e-commerce, making purchasing second nature for players.
2. Ensuring Community Buy-In – Many brand activations in Roblox feel disconnected from the player base. To avoid this, we deeply integrated the community into every aspect, from UGC design to product selection. This collaboration built trust and ensured engagement.
3. Merging Digital and Physical Production – Taking a UGC item from Roblox to Walmart shelves required navigating licensing, manufacturing, and retail logistics—an unprecedented challenge. By working closely with Walmart’s supply chain and aligning with creator expectations, we successfully launched the first-ever community-designed retail product at scale.
4. Balancing Fun & Commerce – Players don’t want ads; they want experiences. Glide & Seek transformed shopping into entertainment, making discovery feel organic rather than promotional.

What Makes This Work Unique?

Walmart Discovered broke new ground by seamlessly connecting digital-first shoppers with real-world retail, proving that commerce in Roblox can be authentic, engaging, and community-driven. Instead of forcing traditional e-commerce into the metaverse, we built a system that works on players’ terms—where fun, creativity, and social connection drive engagement.

The result? Over 30 million visits, 60K+ Discord members, and a first-of-its-kind digital-to-physical retail integration that set the standard for the future of shopping in virtual worlds.

Results

Walmart Discovered successfully redefined commerce in Roblox, meeting and exceeding our core objectives:

1. Bridging Virtual and Physical Retail – By enabling players to shop for real-world items within Roblox and unlock digital twins, we seamlessly connected digital and physical shopping, pioneering a new model for metaverse commerce.
2. Empowering Community Creativity – Our partnership with Roblox creators ensured that all digital twins were by the players, for the players, making the shopping experience authentic and culturally relevant. The groundbreaking move of manufacturing a UGC creator’s designs and selling them in Walmart stores further strengthened this connection.
3. Enhancing Engagement Through Gamification – The introduction of Glide & Seek transformed shopping into an interactive adventure, making product discovery fun and immersive.
4. Driving Real-World Impact – The success of Walmart Discovered was evident in 30M+ visits, a doubled community size, and 60K+ Discord members, proving that players embraced this new retail experience.

This initiative not only met our goals but also set a new industry standard, proving that commerce in the metaverse can be both engaging and impactful. By prioritizing player experience and community collaboration, Walmart Discovered paved the way for the future of digital-to-physical retail integration—a milestone that defines our success.

Media