What does it mean for a global retailer to go from brick-and-mortar to immersive commerce?
In our latest episode of Brands In Play, we sat down with Justin Breton, Director of Brand Experiences & Strategic Partnerships at Walmart, to unpack how one of the world’s largest retailers is pushing into the future of immersive storytelling, platform-native experiences, and what he calls “adaptive retail.”
Justin does more than just talk about launching games. He breaks down Walmart’s strategy across Roblox, Spatial, NAVER Z (ZEPETO), and now.......Minecraft, where the brand is showing up differently on each platform with community-led design, full-funnel engagement, and real-time co-creation.
It’s about understanding each community on its own terms.
We talked about:
- Why commerce needs to feel intentional, not disruptive
- The shift from e-commerce → social commerce → immersive commerce
- How native integrations through Unity APIs could reshape retail media
- What works, what doesn’t, and why brands must test and learn
Let's not forget the side quest for the week - Walmart Skyward!!! Yes, we got the inside scoop and are here to give you your first taste of the experience. Check out our REAL TIME REVIEW segment every week to see where we send Nic and Albane next.
Join Albane Prioux & Nic Hill as they dive into the world of brand storytelling, cultural marketing, and the future of engagement.
💡 Join the conversation → Use #BrandsInPlay and let us know what you think!
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Available wherever you get your podcasts.
Follow:
Justin Breton https://www.linkedin.com/in/justinbreton/
Nic Hill https://www.linkedin.com/in/nic-hill-%F0%9F%94%9C-gdc-6553873/
Albane Prioux https://www.linkedin.com/in/albaneprioux/
Produced by: Edward Regue https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/
Creative Direction: Javid Kazmi & Joe Jeter
Audio Engineering: Somrung Keo
Additional Editing: Christian-James Oshesky
YouTube: https://www.youtube.com/@BrandsInPlay
LinkedIn: https://www.linkedin.com/company/brandsinplay/
Spotify: https://open.spotify.com/show/3Fk2t5Z78wtTGD7dtH8ZEk?si=6ef87999dbac4c04
Apple Podcasts: https://podcasts.apple.com/us/podcast/brands-in-plays-podcast/id1796275878
📌 Subscribe for expert insights on gaming, branding, and the future of interactive media.
#Spatial #BrandsInPlay #WalmartUnlimited #GamingMarketing #ImmersiveCommerce #KasamaTheAwakening #UGCGaming #GameBasedStorytelling
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