Many gamers are open Shop while you explore They are tapping into their favorite virtual worlds, and retailers are seizing the opportunity.
Very recently, walmart opened a store in the world of roblox On Monday (April 29), consumers purchased virtual items; genuine products shipped to them, DIGIDAY report.
“We're excited to begin testing real-world commerce as an important step in enabling our community of creators and brands to do just that in the future.” Enrico D'Angelo, Roblox's vice president of product economics told the outlet. “…[O]Our goal is to gather feedback, test technology, and learn what resonates best with Gen Z customers. it is Purchase physical items. ”
PYMNTS IntelligenceHowWe Will Pay Report: How connected devices are enabling multitasking among digital-first consumers” The survey of more than 4,600 U.S. adults found that of the 76% of consumers who use connected devices to multitask during leisure activities, one in three use them for shopping. It turned out that there was.
Furthermore, in this study, revealed, Of the 95% of consumers who own a connected device, 26% would be interested in a connected purchasing experience when playing video games on their mobile device. real The product will be automatically shipped to your home and charged to your registered account. Moreover, his 5% of connected device owners are already doing this.
By featuring their products in popular video games, retailers can expose their brands to the gaming platform's large user base.This exposure can lead to increased brand awareness similarly Conversions among new viewers.
Additionally, these games often have a specific demographic and target audience, typically younger and more digitally connected consumers. By partnering with video game companies, retailers can effectively market to these demographics. that their products reach Appropriate audience.
brands from chipotle pepper to dolce & gabbana has leveraged video game partnerships to reach these demographics.
In a 2021 interview with PYMNTS, scott boatwrightChipotle's then-Chief Restaurant Officer (now Chief Operating Officer); Discussed brand value gaming partnership.
“I don't know if there's a better consumer to really target,” Boatright said. “We live in a world where more and more people are passionate about things. They are What they want in their life. ”
Additionally, integrating real-world products into video games through in-game advertising and virtual stores allows retailers to showcase their products. in a natural and unobtrusive way. In this form of product placement, very efficient in driving Interest and sales.
grantedthe virtual immersion may be too strong.
“Most people think almost everything Of them – don't want to give up physical world “They live their lives primarily through virtual avatars,” PYMNTS' Karen Webster wrote in a feature last year. “Even if in most cases, as in almost all cases; very We want to use technology to improve the way we interact with people and businesses in the physical world we currently live in. ”
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