Today, Walmart opened up new immersive experiences on the Roblox metaverse platform. This is an effort to engage the next generation of media consumers and hopefully Walmart shoppers.

Walmart Land and Walmart Universe of Play are open to the global Roblox community of more than 52 million daily users, with a focus on consumers ages 17-24. Walmart virtual centers on the site will invite users to explore, play virtual games, listen to music. and watch other entertainment, as well as collect virtual merchandise, known as “verch”.

Why do we care? Retailers like Macy’s and Old Navy have gotten their feet wet in the metaverse, reaching a subset of their broad audience that likes…