Gangwon 2024 Youth Olympics go into the metaverse, Walmart & Unity partner up, and Pespi's bubly on Roblox

Some changes this week, most of which you will have already noticed.

I am shifting the distribution to Monday mornings, as this seems to be the 'best' time to send a newsletter. I assume this is because we are all ready to start our week, but eager to kick off by reading something that feels a bit like learning, yet also like procrastinating.

Playable Media remains the subject matter, but I have changed the name from "This Week in…" to the "…Report". This is partly in response to the change in day, but mainly to allow for a bit more freedom to comment on things that may not have been announced in just the last week.

Anyway, let’s get into it…

Here’s what you need to know this week:

• Gangwon 2024 Youth Olympics go into the metaverse

• Walmart + Unity = New heights for virtual consumption

• Pespi use Roblox and free bubly to capture data

The IOC and their partners launch Gangwon 2024, a metaverse experience for Youth Olympic fans

In a press release published by the IOC, they describe "Gangwon 2024," the first-ever metaverse experience created for the Winter Youth Olympic Games. This virtual world allows fans to explore recreated Olympic venues, play games, watch sports, and connect with others.

The self-proclaimed metaverse is designed to be accessible to anyone, requiring only an internet-enabled device to load. Accessibility features include automatic translation into six languages. To access the metaverse, fans need a computer with internet access and a web browser; no special software or hardware is required.

Once logged in, users can create their own avatars and customize their appearances. Visitors can play mini-games, explore virtual stadiums, the Athletes' Village, and the Gangwon 2024 mascot. The metaverse offers a variety of activities and events, including:

• Watching live and recorded sporting events.

• Playing mini-games and challenges.

• Meeting other fans from around the world.

• Attending virtual ceremonies and cultural performances.

The Gangwon 2024 metaverse is a new and innovative way for fans to experience the Youth Olympic Games. It provides an accessible and interactive platform for people of all ages and abilities to come together and celebrate the spirit of the Olympics.

Why should you care? 

This is yet another great example of a major IP owner jumping into Playable Media. However, there are a few things that separate this approach from others covered thus far in the newsletter.

It is platform agnostic; not building in Fortnite or Roblox is a double-edged sword. The obvious benefit is that anyone can access this without first being a player on one of the aforementioned platforms. Accessibility is clearly a key message of the Olympic Movement, and this approach helps to achieve that. The downside is awareness. People need to find the link (it’s here) on the open internet, as Gangwon cannot rely on platform promotion to reach an audience already online in Roblox or Fortnite.

They are building inside a pre-existing experience. The IOC and their Youth Olympic Partners announced the launch of the Winter YOG Gangwon 2024 as an extension of the Gangwon-do Province's Metaverse. This likely cut down on build time and budget, as all the technical infrastructure was pre-existing, as well as much of the creative work.

This approach helps solve an ever-present problem for the Olympic Games - their audience is peaky to an extreme. The whole world tunes in every four years (Summer Games), some of the world tunes in every two years (Winter Games), and most 'common' fans' attention skips over the Youth Olympics. A playable media experience such as Gangwon 2024 extends the window of interest in their events, and gives the IOC a presence that extends beyond their events.

With all the discussion and interest around Roblox and Fortnite, Gangwon 2024 serves as a great reminder that there are other approaches to building playable media experiences.

Walmart and Unity Partner to develop Immersive Commerce in Games and Virtual Worlds

Following our early write up about virtual shopping on Roblox and Nicki Minaj, this further confirms a strategic opportunity we expect to see more of.

A partnership between retail giant Walmart and gaming engine developer Unity aims to transform the way we shop, blurring the lines between the physical and digital realms. This collaboration hopes to usher in a new era of immersive commerce, where players can purchase real-world goods directly within their favorite games and virtual experiences.

The key to this innovation lies in a new API developed by Unity, which enables game developers to integrate Walmart's extensive product catalog and checkout functionality into their creations. For Walmart, this presents a unique opportunity to tap into a massive and engaged audience within the gaming and virtual world markets. It allows them to reach new customer segments and expand their reach beyond traditional brick-and-mortar stores.

For Unity developers, immersive commerce unlocks a new and exciting revenue stream. By integrating Walmart's offerings, they can provide players with a more realistic and engaging experience while generating revenue through in-game purchases.

The potential of this partnership is vast, with endless possibilities for creative integration. Imagine purchasing a new outfit for your avatar in a fashion game and having it delivered to your home, or acquiring in-game power-ups through real-world product purchases. The lines between play and commerce are blurring, paving the way for a more immersive and interactive shopping experience.

Walmart and Unity's collaboration marks a significant step forward in the evolution of retail. By embracing the power of immersive technologies, they are creating a future where shopping is no longer confined to physical stores but is seamlessly woven into the fabric of our virtual lives. This partnership has the potential to reshape the retail landscape, offering exciting opportunities for both businesses and consumers alike.

Why should you care?

Imagine browsing for furniture in a virtual reality home design game and having the option to instantly purchase those items for delivery to your real-world doorstep. This is the future Walmart and Unity are building.

For developers, this presents a way to link their virtual creations to real-world purchase opportunities without worrying about the tricky logistics of fulfilling orders. The idea is to build a mutually beneficial ecosystem where developers, gamers, and Walmart all win.

Now, I see the wins for Unity and Walmart, but I'm not so sure about the benefits for gamers. This seems like a major leap forward in consumer capitalism. However, I'm not convinced that anyone is thinking, "I just moved into this new apartment and need a bunch of stuff for my kitchen; better fire up the PlayStation." Maybe that's the point. Even if people don't say that today, Walmart will be ready to serve them the moment they do.

bubly Sparkling Water, a PepsiCo brand, taps start-up Flaunt to create a Roblox Rewards campaign

In this virtual experience lives within the GAMESHOW experience, where players transform into the brand's bubly can and roll around the map in an effort to "paint the town" the color of their can. To support Pepsi's first Roblox experience launch, there is a limited-time giveaway, “Avatar Adventure Sweepstakes.” Players have a chance to win a year’s supply of bubly products, a bubly swag bag, and unlock a free, in-game limited UGC item.

This marks an early attempt by a brand to securely collect first-party data and reward Roblox engagement with both digital and physical prizes. The campaign runs from December 1st, 2023, until February 11th, 2024.

Why should you care?

This campaign is another step for PepsiCo into the playable media space, as the brand already has a number of gaming and esports partnerships, including EA Sports FC and others. This appears to be their first Roblox campaign concept, reaching a large and engaged audience already playing GAMESHOW on the platform.

The collaboration with Flaunt is interesting. According to their release, Flaunt's technology enables brands to capture valuable data and personalize experiences on Roblox, which was previously impossible. PepsiCo can now personalize future marketing campaigns to known Roblox fans through Flaunt's Salesforce Marketing Cloud integration.

This marks a potential shift in how brands can engage with consumers in virtual worlds to drive real-world behaviours.

Know anyone who might be interested in Playable Media?

I used to have this cool referral link at the bottom. Now, Beehiiv would charge me $49/month for that feature (among other features). I didn't see many of you using it, so I let this lapse.

So I revert to an old-fashioned request - if you are interested in referring someone to The Playable Media Report, please do! 😃