• by Colin Kirkland , April 28, 2025

An early adopter of Roblox’s in-game commerce experiences, Walmart is now launching a new interactive initiative within the virtual gaming world that invites players to unlock real-world membership deals for its subsidiary, Sam’s Club.

“We have to make membership playable,” says Sam's Club Interim CMO W. Joe DeMiero in a LinkedIn post, promoting Roblox and other virtual gaming platforms as an emerging way to connect with a new generation of Sam’s Club members. 

Roblox players, more than half of whom are over the age of 13, can now participate in three new games -- “Cake Off,” “Chained (2 Obby)”, and “Paradise RP” -- to unlock deals applicable to real-life Sam’s Club members. 

Beyond DeMiero’s LinkedIn post, there are currently limited details regarding the partnership. MediaPost is awaiting a response from the Walmart-owned company. 

However, Walmart has been at the forefront of virtual commerce, launching “Walmart Land and Universe of Play" in Roblox in 2022, and then releasing “Supercampus” -- a gamified back-to-school adventure in which Roblox players could interact with branded game elements from BIC Highlighters, Crayola Crayon and 3M’s Post-It-Notes. 

Last year, the company introduced the ability to try on virtual versions of real-life products in Roblox, while also powering e.lf. Beauty’s virtual kiosk within Roblox, where U.S. visitors can purchase a physical product directly in the game. 

Upon its previous Roblox launches, Walmart’s head of brand marketing innovation Justin Breton told Axios that the company believes the “next generation of commerce” to be rooted in “immersive commerce.”

Overall, Walmart is trying to position itself as a future leader in the realm of selling products in virtual worlds.