Kids Foot Locker dives into the metaverse with a virtual hub in Roblox called “Kids Foot Locker House of Play,” and that experience features immersive games, unlockable empowered sneakers and an interactive virtual space.
Kids Foot Locker House of Play
Kids Foot Locker joins a growing list of retailers that have taken advantage of the opportunity to create a virtual hub on Roblox, including Samsung, Walmart and MTV Music Video Awards, among others.
Ready…Get set…Play!! 🎮
We are proud to announce that for a limited time you can now play at our Kids Foot Locker House of Play store exclusively in Club Roblox! Visit the link below for more details!https://t.co/iaFnYyZnaY pic.twitter.com/S8jsos6tdC
— Kids Foot Locker (@KidsFootLocker) November 18, 2022
The athletic apparel and footwear retailer is bringing its physical House of Play to the metaverse, a game-oriented experience that was introduced last year by Kids Foot Locker.
The virtual game features non-playable Kids Foot Locker store associates, known as “Stripers,” designed to guide players through the experience.
Kids Foot Locker is a subsidiary of apparel and footwear giant Foot Locker Inc, which according to data reports annual revenues of more than $8 billion (2020).
The game is a virtual interpretation of the physical House of Play stores, introduced by Kids Foot Locker in late 2021, and is led by virtual Kids Foot Locker store associates, known as “Stripers,” who appear as non-player characters to guide users through the experience.
Players can participate in mini-games such as basketball, high jump and speed/parkour, and within each game, users can collect tokens that are then redeemed with the Stripers, unlocking exclusive in-game sneakers that grant special powers within the virtual Roblox environment to the user.
The limited edition Kids Foot Locker House of Play Roblox experience will be available until January 31, 2023.
The experience will reward top performers with a trophy that they can keep in their digital Roblox Club house.
Other Roblox retailers
Retailers are leveraging the Roblox virtual gaming platform, with its large built-in audience of Generation Z gamers, as a touchpoint for metaverse commerce.
In early October, home furnishings retailer West Elm launched its own virtual world on the Roblox platform, which includes interactive playscapes, activity areas and footwear, apparel and accessories for children of all ages.
Claire’s Stores Inc. debuted “ShimmerVille,” an interactive virtual space on Roblox.
At its launch, participating customers can outfit their Roblox digital avatars with jewelry and accessories that are also available for purchase in real life at Claire’s physical stores.
Claire’s will also collaborate with select brand partners through limited-edition products, unique pets, themed virtual homes, games and activities.
Walmart also recently made its debut into the metaverse with the launch of two new Roblox metaverse experiences.
Walmart Land and Walmart’s Universe of Play are spaces offering interactive content and original entertainment.
Walmart Land also offers beauty, fashion, style and fun items to users in Roblox, while Walmart’s Universe of Play gives users a place to play with toys in Roblox.
Other retailers that have launched promotions, experiences and/or virtual storefronts in Roblox include Chipotle, American Eagle, Dick’s Sporting Goods and Pacsun.
Roblox’s gamified metaverse has become the go-to platform for web2 brands looking to take advantage of the metaverse opportunity.
The sector is expected to reach a market value of about $5 trillion by 2030, according to a report by McKinsey & Co.
While Mark Zuckerberg’s Meta has come under immense scrutiny for putting money into the metaverse, relatively smaller players, such as Roblox and private web3 platforms Decentraland and The Sandbox, appear to be weathering the cryptocurrency crisis.
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