Roblox and Meta Verch
Gemma Blackwood · M/C Journal · 2023
Introduction In September 2022, American retail giant Walmart launched two new gaming experiences onto popular multi-platform gaming experience Roblox, entitled Walmart Land and Walmart Universe of Play. First released in 2006, Roblox is an online multiplayer programme and a virtual gaming world that is part of a rise of other similar programmes, including Minecraft (2009), Pokémon GO (2016), and Fortnite (2013). Like these other games, it is also a multi-platform program, which means that “it can be played on computers, tablets, mobiles or video consoles, thus enabling its ubiquitous access” (Meier et al. 269). In that sense, these games and programmes have inherited the ubiquity that occurred through the popularity of mobile devices, smart phones, and tablets, where “games are never further than arm’s length” (Leaver & Wilson 2). It is believed that the COVID-19 pandemic in 2020-2021 ended up intensifying user interest in Roblox as it became a site for virtual and online socialisation through its multiplayer construction and play (Cucco). Recently, Roblox has earned the reputation of being the “children’s metaverse”: as Andrew Hutchinson has noted, in the gaming worlds of Roblox “we do already have basic templates for what the metaverse may look like… where youngsters interact via digital avatars, and move from experience to experience in a 3D environment”. Roblox is essentially a host to a compendium of user-generated content games that fit into many game genres, including role player games, obbys (obstacle course games), tycoon, fantasy, adventure, strategy, simulations, and many others. In Roblox, users create personal avatars that can move and negotiate in first person through online worlds. While Roblox is aimed at players of all ages, it has been especially targeted towards younger children and teenage users, and research suggests that the programme predominantly hosts child players (Geffen). Meier et al. suggest that Roblox “is a program that offers the possibility of creating and sharing three-dimensional virtual environments easily and has an interface suitable for children” (269). Walmart’s two Roblox games demand critical attention because the virtual worlds that have been created for Roblox present knowledge about the way that a “metaverse” might be imagined for young players on the system. This is especially important due to the troubling vision of commodified and fully themed corporate shopping experiences (e.g., Ernest Cline’s dystopian novel Ready Player One (2011) of virtual worlds owned by a billionaire). An examination of these games means also examining the ways that children are exposed to commodity culture, and understanding the ways that children’s culture has been commodified through gamified experiences and technologies. As I demonstrate in this article, concern about the games‘ function as advertising for Roblox has seen action from consumer watchdog groups labelling the games as “advergames”, and recently one of the games has been removed from Roblox by Walmart. As Natalie Coulter has argued, there is a long history of consumer culture’s link with children’s media, but from the mid-twentieth century and beyond, the marketplace “has become more tightly enmeshed with children and their culture” (410). While “youth” has become a marketing category – fractured into smaller and smaller marketing niches – Coulter argues that in the twenty first century the rise of Websites and Web games have worked to “link toys and the virtual world together”, where children’s online time can now be considered “basically commercial time where there is no distinction between content and an advertisement for the toy” (419). This has been simultaneous with converged technologies that also merge storytelling with consumer products. Jason Bainbridge has noted that “merchandising is now regularly used to extend and enrich narratives, to personalise media properties, increase the cultural circulation (or shelf-life) of properties and occasionally even enable them to jump media platforms and survive in entirely new textual environments” (24). Given that Roblox is already a space of enmeshed commercial activity, play and financial transaction – especially through its internal currency of “Robux” that is used for avatar and in-game purchases – the Walmart games present yet another complex layering of these personal and corporate dimensions as an aspect of gameplay. The two Walmart games are designed to appeal to different age groups and users – Walmart Land is aimed at older children and young adults, through its creation of a live pop music virtual world, while Walmart Universe of Play is clearly marketed toward younger children through its focus on showcasing major toy brands (these included L.O.L. Surprise!, Jurassic World, Paw Patrol, Magic Mixies and Razor Scooters). In this article, I examine the two Walmart Roblox games through formal analysis of their gameplay, focussing on the ways that both games are incentivising play and how they link to in-game purchases and the Walmart brand. I argue that both games are designed to link gameplay with a highly personalised shopping experience, which blurs the boundaries between games and branded advertising. For this reason, I suggest that close attention should be given to contemporary corporate games that develop visions of a “metaverse”, as they may not have the user’s interests in mind so much as their organisation’s profit margin. Walmart’s Roblox games Walmart Land is a walk-through fantasy world that focusses on pop culture, fashion, and music: like many of the “worlds” of Roblox, it presents as a small archipelago, surrounded by sea, with the action taking place on the interconnected islands. The islands are shaped into the “spark” shape of the Walmart logo – there is one central island or “hub” (and starting point), surrounded by radiating longer islands connected by bridges. Users can walk along the series of pathways and bridges between the islands, or else shortcut via monorail to key stopovers, or finally use a portal to travel to whatever part of the “world” is most appealing (this is typical of the travel experience provided in Roblox games). There are also “obby” areas with parkour-like jumps to exciting places, and surreal locations such as a forest of broccoli and a maze of cut fruit slices. Across these islands, users are encouraged to participate, earn tokens, and explore all the areas in more detail: for example, at the “Food Truck Park”, you can find recipes for “Great Value” dishes such as “Skillet Beef Burrito”, where users are encouraged to “take a snapshot with your device” of the full recipe for making later. Tokens (visually, they are coins) are placed along the pathways of the islands, which when collected can be used as payment for in-game purchases. The tokens can be spent on Walmart fashion and accessories: for example, as I play the game there is a Free Assembly rugby polo that can be purchased for 110 tokens (Free Assembly is a Walmart fashion label). The other way to earn tokens is to participate in the various mini-games located at many of the Walmart Land’s sites. For example, there is a “Dance Off Challenge” where your avatar can try out a range of funky moves and “win” the dance-off, and a Netflix trivia challenge which grants credits to film and television knowledge. There is an “Electric Island” that according to Walmart’s marketing has been “inspired by the world’s greatest music festivals”, although the concert stage is empty as I visit. You can access the live music stage via a red carpet that is flanked by paparazzi figures clamouring to take your avatar’s photo. While the stage is typically inactive when I have accessed the game, according to Walmart’s marketing materials there have previously been musical performances from pop stars such as YUNGBLUD and Madison Beer. Then, there are singular mini-games on each island: such as a DJ booth where users can play at practicing beats; and a roller rink for blading tricks. Within Walmart Land, users can access virtual merchandise (“verch”) for the user avatar and earn tokens and games from competitions. There is a “House of Style” space with dressing rooms, which is the main location for purchase of avatar fashion with the earned tokens. As this description suggests, Walmart Land resembles in a retro way the kind of experience had in a supermarket store or a mega-mall / shopping centre, where there are “aisles/isles”, or segmented and themed areas of entertainment. The dream-like “land” aims to create a phantasmagoria, with idiosyncratic personal travel that constitutes a real-life shopping experience, hence it includes personally satisfying flânerie for distinctiveness and originality. Yet, this seems to be one of the failings of the experience: playing through this world, choices are limited, and the in-games feel simplistic, and unlikely to sustain interest across multiple visits. This game seems particularly in need of updates with novel content, such as the live concert experiences on the empty stage. The second game, Walmart Universe of Play, has a similar structure and format to Walmart Land, although the focus is squarely placed on bringing to life pre-existing toy franchises that are readily available at the retail company’s stores. For this reason, there is a much greater focus on Walmart’s brand partners in this game than in Walmart Land, except the separate themed areas seem to be fully “owned” by these brands. Again, it presents a magical wonderland full of surreal and fantastic games and events. The term “Universe of Play” is a direct reference to the name of Walmart’s real-life toy department from their bricks and mortar stores. In this game, the focus is on earning free verch that promotes either Walmart or its nominated brands (e.g. L.O.L. Surprise!, Jurassic World, Paw Patrol, Magic Mixies, and Razor Scooters). As users walk along in this world, l