More and more people are moving into virtual worlds. Those between the ages of 18 and 29 spend a lot of time in the digital space. In order to capture this important target group, FMCG manufacturers and now retailers are becoming involved in gaming and the metaverse.
Kaufland created its own island in Nintendo’s popular game ‘Animal Crossing: New Horizons’. The island has solar systems, wind turbines, animal stables and other food facilities around which Kaufland avatars move around. The retailer wants to emphasize sustainability issues in particular.
Aldi Nord and Süd have developed the “Aldi Gaming” brand together in Germany. With its own Twitch channel, online shops and funding programmes for streamers, the discounter aims to get closer to the target group. After one year, the Aldi Gaming Twitch channel already counts 25,000 followers. Aldi is also involved in the football simulation game Fifa. Rewe and Lidl have also entered e-sports.
Carrefour started a space in the Fortnite game last year and has just embarked on the metaverse with the acquisition of land on The Sandbox. The retailer thinks it is important to be active in the metaverse with a user group that is open to innovation. It has several projects planned for the land including promoting innovative new products.
Casino bought plots on The Sandbox metaverse. Initially, the company will offer a game on the theme of food by Club Leader Price. In the game, players can earn vouchers or discounts which they can use on the Club Leader Price e-commerce site and app. Walmart has created its own cryptocurrency and is expected to set up shop in the metaverse selling virtual and non-virtual goods through open outlets.
The metaverse is short for a set of virtual experiences generated from augmented reality and virtual reality technologies where the individual can interact with other people and objects and acquire goods through an avatar. Still in its infancy, its aim is to extend the real world to the virtual world, changing the way people interact and perform everyday actions.