Sam's Club is tapping into virtual platforms to reach digital-native audiences. | Credit: Kevin Carter / Getty Images.
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Key Takeaways
Sam’s Club is using Roblox to offer real-world deals through gameplay.
Retailers like Walmart and others are increasingly investing in virtual platforms like Roblox to build brand presence.
As the metaverse concept evolves and gaming becomes further infiltrated with commerce, users are being forced to rethink how they interact with their favorite titles.
In a new move blending gaming and commerce, Sam’s Club, a subsidiary of Walmart, has launched an integration with Roblox that allows players to unlock real-world deals through gameplay.
This initiative, announced by Interim Chief Marketing Officer W. Joe DeMiero, is the latest example of how commerce and immersive experiences are merging, challenging traditional views of gaming and retail.
Sam’s Club and Roblox
In a LinkedIn post, DeMiero described the integration as a “bold new way to connect with the next generation of members.”
Sam’s Club — a U.S.-based, membership-only warehouse retailer — now allows players on Roblox to unlock real-world savings by participating in three newly launched games: Cake Off, Chained (2 Obby), and Paradise RP.
Sam’s Club on Roblox | Credit: W. Joe DeMiero on LinkedIn Source
DeMiero stated that the goal is to bring “great savings and connection” to customers where they are already spending time playing and socializing.
“To become the best club retailer, we can’t just talk about innovation — we have to make membership playable,” he added.
Roblox and Retail
This effort is part of a broader trend where retailers tap into virtual platforms to reach digital-native audiences.
Walmart was one of the early adopters, launching Walmart Land on Roblox in 2022.
The virtual world features interactive shopping experiences, social spaces, and games in an attempt to target a younger demographic.
“This is another step in reaching our customers in unexpected ways and in the places where they’re spending their time,” William White, Chief Marketing Officer of Walmart U.S., said at the time. “We are excited to be one of the first major retailers to do this.”
However, Walmart’s foray into Roblox was met with controversy.
Some gamers and online commentators criticized the initiative, viewing it as an example of corporate overreach into spaces with impressionable young players.
“Walmart is the most empty IP I can imagine. There is no brand. They’re just shelves that sell things for cheap,” one user wrote. “They need to invent a cartoon mascot or something first. Just throwing Walmart logos in Roblox is baffling.”
Gaming’s Metaverse Integration
In 2025, Roblox will be arguably the world’s leading metaverse platform—whether or not its creators intended it to be.
When Mark Zuckerberg rebranded Facebook as Meta in 2021, he aimed to pioneer a new era where users would shop, socialize, play, and work in immersive digital spaces.
Despite heavy investment, adoption of Meta’s VR-heavy vision was limited, mainly due to the cost and accessibility barriers of virtual reality hardware.
In contrast, Roblox, accessible via mobile devices, consoles, and PCs, has grown into one of the largest player bases in the world.
This accessibility has made it highly attractive to major brands seeking to connect with audiences.
In addition to Walmart and Sam’s Club, companies like Nike, IKEA, Gucci, Chipotle, and McDonald’s have established branded spaces within Roblox to capitalize on its massive user base.
In 2024, Gamefam — a Gen Z-focused metaverse media company — announced it had surpassed 2.7 billion brand engagements across its Roblox and Fortnite campaigns.
Given the runaway success of many branded experiences within Roblox, it is likely that more companies will continue to expand into gaming platforms in the future.
As the lines between gaming and commerce continue to blur, developers will be tasked with balancing opportunities for partnerships with the need to preserve authentic experiences for players.
It remains to be seen whether we’ll one day see real-world ads plastered on billboards in games like Grand Theft Auto, but the industry certainly seems to be testing that direction.
Kurt Robson is a London-based reporter at CCN, specialising in the fast-moving worlds of crypto and emerging technology. He began his career covering local news in Cornwall after graduating from Falmouth University with First Class Honours in Journalism. There, he cut his teeth on everything from council meetings to missing swans.
He quickly rose through the ranks to become a frontline journalist at several of the UK’s leading national newspapers. Over the years, he has interviewed musicians and celebrities, reported from courtrooms and crime scenes, and secured multiple front-page exclusives.
Following the upheaval of the COVID-19 pandemic, Kurt shifted his focus to technology journalism—just ahead of the AI boom. With a natural curiosity and a trained eye for emerging trends, he has found a new rhythm in reporting on innovation.
At CCN, Kurt's work focuses on the cutting edge of crypto, blockchain, AI, and the evolving digital world. Drawing on his background in people-first reporting and his deep interest in disruptive tech, Kurt delivers stories that are insightful, entertaining, and human-centric.
