#60: Amazon Unveils Immersive Virtual Holiday Shop

In This Article

Around the Block…

• Blockchain / NFTs: Cleveland Cavaliers, Golden State Warriors

• Gaming / Metaverse: Amazon, Sony Music, Harris-Walz Campaign

• Roblox: Paddington in Peru, Walmart / NASCAR, Topgolf

Chain Reactions!

• Roblox Becoming a Go-To for Movie Launches

• Amazon Evolving E-Commerce

• Walmart Bringing Brand Partnerships to Roblox

Around the Block…

Blockchain / NFTs

• Cleveland Cavaliers: Launch Blockchain-Backed Fan Reward Program

  • The Cleveland Cavaliers have introduced “Cavs Rewards,” a blockchain-powered loyalty program developed in partnership with Uptop, a platform specializing in fan engagement solutions.

  • Built on the Avalanche network, the program lets fans earn points and collect status badges by purchasing at partner locations, visiting the Cavs’ arena, and scanning receipts for select products.

  • Points can be redeemed for tickets, VIP experiences, merchandise, and more. With seamless onboarding via Plaid, fans can easily link their cards and start earning rewards.

  • Source: Cavs Rewards / NBA / Sporting Crypto

• Golden State Warriors: Announce Coinbase as Official Crypto Sponsor

  • The Warriors have partnered with Coinbase as their official cryptocurrency and blockchain partner.

  • Fans can look forward to exclusive on-chain experiences, limited-edition merchandise, and special giveaways during select home games.

  • The Warriors have announced special physical and on-chain fan giveaways on January 4th and March 20th.

  • Source: NBA

Gaming / Metaverse

• Amazon: Launches Immersive Virtual Holiday Shops on Amazon.com

  • Amazon debuted its “Virtual Holiday Shop,” a 3D immersive shopping experience powered by Amazon Beyond, its proprietary platform for creating interactive digital environments.

  • Shoppers can navigate a festive space with animations, music, and curated gifts from brands including Coach and LEGO.

  • The “Virtual Toy Shop” offers toys and games, while AI Shopping Guides and the AI assistant Rufus provide tailored gift suggestions.

  • Amazon also recently refreshed its Roblox holiday experience, gearing up for more immersive seasonal brand opportunities across platforms.

  • Source: Amazon’s Virtual Holiday Shop / Amazon’s Virtual Toy Shop / Amazon / Retail Dive

• Sony Music: Hosts Myles Smith Virtual Concert in Fortnite

  • British artist Myles Smith held a virtual performance in Fortnite on October 25th, developed with Sony Music and RCA Label Group UK.

  • Produced by Sony Immersive Music Studios, the event featured an avatar of Myles performing. It was created using Unreal Editor for Fortnite and 3D animation from Move AI.

  • Source: Sony Music

• Harris-Walz Campaign: Launched Fortnite Map in Appeal to Voters

  • The Harris-Walz presidential campaign created ‘Freedom Town, USA'“, a custom Fortnite map designed to connect with younger voters, which launched a week before the election.

  • The map showcased campaign priorities like small business support and affordable housing, offering players an interactive way to explore these initiatives.

  • Prominent Fortnite content creators streamed gameplay, boosting visibility.

  • The map closed after the election, marking a unique but ultimately short-lived political use of gaming, as the campaign ended in defeat.

  • Source: Harris-Walz Campaign / Game Spot

Roblox

• Paddington in Peru: Launches “Mission Marmalade” Game on Roblox

  • Film production company StudioCanal partnered with Roblox development studio Feenix to launch “Paddington: Mission Marmalade” on Roblox, celebrating the upcoming release of the “Paddington in Peru” movie.

  • Players can explore interactive locations, including London’s Windsor Gardens and the jungles of Peru, while completing mini-games.

  • The game offers digital items, including Paddington’s iconic red hat and blue coat, and exclusive in-game rewards inspired by the movie.

  • Source: Roblox (Paddington: Mission Marmalade) / Licencing International

• Walmart: Partners with NASCAR for Latest Roblox Update

  • “Walmart Discovered,” Walmart’s dedicated Roblox experience, has launched a November update in collaboration with NASCAR.

  • The update features a nostalgic racing mini-game, “Race to Victory,” along with a portal to and from NASCAR’s own “NASCAR Tycoon” Roblox experience, offering fans seamless exploration of both worlds.

  • Players can unlock free limited UGC items and race-themed outfits curated by Roblox creators.

  • This marks the first time Walmart has partnered with another brand within their Roblox experience.

  • Source: Roblox (Walmart Discovered) / LinkedIn (Justin Breton)

• Topgolf: Offering “Just Swing” Roblox Golf Players IRL Rewards in Jakarta

  • Topgolf Indonesia has partnered with golf club The R&A to integrate into the latter’s Roblox game “Just Swing”.

  • Indonesian gamers can take on the Topgolf Challenge virtually to win a free one-hour play session at the new Topgolf Jakarta facility.

  • Since its global launch, Just Swing has drawn over 2.3 million players, with 77% expressing interest in trying real-life golf.

  • Source: Roblox (Just Swing) / LinkedIn (Hugo Mills) / LinkedIn (The Gang)

Chain Reactions!

Roblox Becoming a Go-To for Movie Launches

• Roblox is solidifying its place as a key platform for movie marketing. With activations like “Paddington in Peru” and “Wicked”, film studios are leveraging its vast audience and immersive capabilities to create experiences that resonate with fans. These virtual worlds not only build anticipation but also extend the storytelling beyond the screen, making Roblox an essential tool for engaging moviegoers.

Amazon Exploring Immersive Shopping

• Amazon’s Virtual Holiday Shop highlights the company’s willingness to experiment with immersive 3D environments and AI-driven personalization. While immersive shopping is still a developing tactic, its long-term impact on e-commerce remains uncertain. Amazon’s latest effort is a step toward understanding how these experiences resonate with consumers, particularly during high-traffic seasons like the holidays.

Walmart Bringing Brand Partnerships to Roblox

• Walmart’s collaboration with NASCAR in its “Discovered” Roblox experience marks a big moment in its virtual strategy. As its first brand integration on the platform, this update sets the stage for more partnerships in future monthly releases. By aligning with other brands, Walmart continues to enhance its presence in Roblox, creating richer, more engaging experiences for users - while also opportunities to monetize brand partnerships in a new way.

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