Walmart has announced plans to bring immersive commerce to games, virtual worlds and apps via a tie-up with real-time 3D (RT3D) content platform, Unity.
The deal, which paves the way for the integration of Walmart’s commerce APIs directly into their games and apps, means creators will soon be able to sell physical items in RT3D experiences across multiple platforms. It will also unlock new ways to connect customers’ virtual and physical lifestyles while establishing new monetisation channels in games and experiences made by Unity, the retailer said.
The combination of Walmart’s retail power with Unity’s game and app development community is further evidence of retailers seeking to leverage the digital space and increase user engagement. In August, last year, 7-Eleven launched a virtual car meet up via online video game Fortnite with the aim of bridging the gap between social media and the Metaverse.
Tom Kang, vice president and general manager, Metaverse Commerce, Walmart’s Store No. 8., said: “We have an opportunity to connect the physical and digital realms in a way that only Walmart can, meeting our customers and members with authentic experiences where they already are.
“By opening up Walmart’s commerce APIs to the Unity development community, we’re empowering developers to offer a new mechanism to further drive user engagement while making it easy and convenient for players to complete a transaction for physical products without leaving the game, virtual world or app.”
Over the past year, Walmart has tested several immersive commerce experiences made with Unity that integrates Walmart commerce APIs. For instance, House Flip is a mobile game based on renovating, decorating ans selling virtual homes. It allows players to purchase the real-life counterparts of items they use in the game.
Avakin Life is another experience that allows Walmart to give players the ability to purchase virtual twins of their latest apparel or receive the virtual item free with the purchase of the physical item. Walmart also released their first virtual clothing line, CoreMood Collective, into the virtual world.
Marc Whitten, president, Create, Unity said: “This announcement paves the way for new innovation in commerce for games and other virtual experiences. We’re excited to be able to give Unity developers the option of another new revenue stream while keeping players within their games and experiences.”
