• by Sarah Mahoney  @mahoney_sarah, August 29, 2023

Both Walmart and Claire’s are expanding their presence in Roblox, with new back-to-school efforts designed to draw in hard-to-reach teens. And while the news follows disappointing financial results from Roblox, it shows just how vital virtual gaming is in reaching this elusive demographic.

Walmart’s new Roblox experience is called Supercampus, a back-to-school adventure designed to help players solve puzzles by unleashing their creativity. Players aged 13 and older can use branded game elements from BIC Highlighters, Crayola Crayons and 3M’s Post-it Notes.

Claire’s new experience is based on a partnership with Super League, which builds immersive experiences. The move expands on ShimmerVille, the Roblox world Claire’s launched last year.

In keeping with the retailer’s vibe of self-expression, Supercampus, invites its backpacks-bangles-and-barrettes-obsessed audience to create their own style, using avatar wearables to build “a new era” of brand engagement.

“With ShimmerVille, we have created a 'phygital' experience for Gen Zalpha rich in creativity that drives community, brand love and personal expression,” says Chris Duncan, vice president of consumer insights and digital marketing for Claire's, in the company's announcement.  “Now through Roblox's immersive world and our collaboration with Super League, we are furthering this exciting journey to reshape how we meet, engage with and grow our fanbase.”

The Walmart and Claire’s experiences come even as Roblox wades through rough waters, further shaking marketers’ faith in the metaverse.

Earlier this month, the company’s stock took a pounding as it released second-quarter results that missed forecasts, with both the top and bottom lines disappointing investors. Revenue gained 15% to $680.8 million, while net losses ballooned to $284.8 million, up from $178.7 million in the second quarter of 2022. Roblox also said it expects to continue to report losses for the foreseeable future.

Yet it also posted strong growth among users of all ages and geographies. It now has 65.5 million average daily active users, up 25% year-over-year. And it says it remains confident it will eventually reach 1 billion users. Users spent 14 billion hours engaged on the app, with hours-per-user increasing faster in those 13 and older than its younger customers.