Walmart Expands Gamification with Walmart Unlimited

Exploring Walmart Unlimited Gamification

Walmart Unlimited Gamification is changing retail with an interactive shopping experience designed to engage younger consumers. This innovative platform merges gaming and shopping, offering an exciting way to explore Walmart products in a virtual world.

How Walmart Unlimited Gamification Works

Hosted at WalmartUnlimited.com, this game blends immersive storytelling, commerce, and interactive gameplay. Players control four characters—Brooklyn, Milo, Raya, and Jabari—as they explore a Walmart-inspired virtual world and shop in real time. Spatial Audio, the gaming tech company behind the experience, announced its launch on LinkedIn.

Walmart’s Collaboration with Unity

The Walmart Unlimited Gamification experience is powered by Walmart’s Unity SDK. In January 2024, Walmart partnered with Unity, a real-time 3D content leader, to integrate Walmart’s commerce APIs directly into games and applications. This integration enables real-time shopping in 3D environments across over 20 platforms, expanding retail opportunities.

“This announcement paves the way for new innovation in commerce for games and other virtual experiences,” said Marc Whitten, President of Create at Unity.

Walmart’s Immersive Commerce Strategy

Walmart has explored immersive commerce in various virtual worlds through Unity collaborations, including:

• House Flip – Users renovate and decorate virtual homes.
• Avakin Life – Players purchase virtual Walmart apparel or earn virtual items with real purchases.
• ZEPETO – Integrates immersive commerce into select Naver Z platform spaces.

In May, Walmart launched Walmart Realm, a marketplace of immersive virtual shops.

Gamification’s Growing Role in Retail

Gamification is gaining popularity in retail. James Councill from ECRS emphasized that younger consumers seek rewards in their digital shopping experiences. Retailers must integrate both traditional and gamified shopping methods to meet these trends.

With Walmart Unlimited Gamification, Walmart continues to merge gaming and commerce, attracting and engaging a new generation of shoppers.

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