In a recent wave of corporate embracement of metaverses, popular US retailer Walmart has announced a dive into the virtual world of Roblox, a widely used metaverse platform. The endeavor, while alluring with its innovative use of sexy buzzwords such as “crypto” and “NFTs” and the emergence into a growing market, raises a series of eyebrows over its alleged audience: children.
From an economical standpoint, it is undeniable that foraying towards where a massive user base is concentrating is an astute move. Walmart Land and Walmart’s Universe of Play, two separate divisions of Walmart, promise new in-game experiences—alluring as much as a fashion show to a Jurassic Park-themed game. Users will be given a chance to earn various rewards, with tokens, prizes, and “verch”, short for virtual merchandise, on the table. With customers, especially younger demographics, increasingly immersed in metaverse platforms, it is a remarkable opportunity for Walmart to extend its influence.
However, a concern arises regarding this strategy. With the understanding that a considerable chunk of Roblox’s daily active users—a staggering 25%—are children below the age of 13, the question of ethical advertising and targeting comes into play. Walmart appears to tailor their player messages to resonate with a younger audience as they quote, “making a toy wish list has never been this fun! Find them all at Walmart.” In the face of this, one cannot help but consider whether an oversight was made with regards to adhering to advertising rules within the platform, a criticism also expressed by the American non-profit, Truth in Advertising in a recent complaint with the Federal Trade Commission.
While the anticipation of Walmart’s exploration into the metaverse has been stirring since early 2022, when they showed signs of interest in the area through several patent filings, the quiet optimism is tinged with caution. The issue at heart, perhaps, is the fine line between offering an innovative and engaging user experience, and exploiting a vulnerable audience in a nascent and unregulated metaverse platform. As the corporates step towards blockchain technologies, looking forward to the progressive utilization of the metaverse is inevitable. However, ethical usage and lawful deployment of these technologies, especially when the target audience comprises children, is an essential discussion that cannot be swept under the rug.
Source: Cryptonews
