How are brands blending gaming and commerce to create immersive shopping experiences?

Walmart partnered with Spatial, a 3D gaming platform, and Unity Software to launch Walmart Unlimited, its first web-based gaming title. This three-episode miniseries combined gaming, storytelling, and shopping, offering players an interactive way to discover and purchase real-world Walmart products.

What to Expect from the Collaboration

The miniseries, designed for audiences 18+, featured characters inspired by real Spatial community members and Walmart suppliers. Players explored immersive environments tied to Walmart products, such as Caribbean food brand A Dozen Cousins, and could seamlessly purchase items directly within the game. Episodes were released in February, April, and May 2025, targeting over 3 billion active gamers worldwide.

Why This Matters to Marketers

This campaign demonstrated how gaming can be a powerful platform for product discovery and engagement. By merging entertainment with commerce, Walmart created a unique, interactive experience that resonated with younger, tech-savvy audiences, setting a new standard for retail innovation.

Want to explore how your brand can merge gaming and commerce to drive engagement? Mana can help. Let’s chat!