Walmart is mixing shopping and gaming with an interactive media series, Walmart Unlimited. In yet another virtual world to IRL shopping experience, the series features three episodes where players can unlock superpowers and explore animated worlds inspired by Walmart suppliers. And as players progress, they can purchase real-life Walmart products from a dedicated in-game hub. This series is part of Walmart’s strategy to engage Gen Z and Millennials, who are heavily immersed in gaming—63% of 13-39-year-olds play video that involve them being a part of a virtual world, according to YPulse. By blending shopping with virtual gameplay, Walmart is tapping into the growing trend of “phygital” shopping—a blend of physical and digital experiences. YPulse’s research shows that young consumers are drawn to digital experiences that build real-world loyalty, with brands like Walmart using these virtual worlds to strengthen their connections. (Marketing Dive)
👀 Read more from YPulse: Want to Tap Into Gen Z’s Gaming Worlds? Here’s How 5 Brands Did It
