Walmart’s Boldest Move Yet in Gaming is Basically a Tourism Strategy in Disguise

Walmart just launched a game-changing loyalty product inside Roblox — and it’s a blueprint travel brands should be watching closely.

Meet the Walmart Discovered Pass — the first branded game pass that delivers monthly perks across multiple top Roblox games. For just 199 Robux, players unlock:

• 🔓 Exclusive in-game content in fan-favorite titles like Jailbreak, Mega Hide & Seek, and Horse Valley
• 🎁 Limited UGC drops from popular creators
• 🛒 Shoppable Walmart products embedded directly into gameplay
• 🤝 Access to community events like AMAs and Game Nights hosted by developers
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It’s gamified loyalty. It’s commerce. It’s community. And it’s exactly the kind of ecosystem tourism brands could learn from.

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🌍 How Travel Can Reimagine the “Game Pass” Model

The Discovered Pass isn’t just about perks. It’s about presence — showing up consistently across the spaces Gen Z spends time in.

Here’s how destinations could rethink engagement:

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🧭 Create a Cross-Destination Travel Pass

Why should only one location shine? Take a cue from multi-country rail passes — but gamified.

Example: “Discover Europe Pass”

• Unlocks content across gamified versions of Barcelona, Budapest, Florence, and Prague
• Each city offers unique challenges (local food quests, language puzzles, virtual tours)
• Players earn stamps and digital collectibles — a virtual passport of memories
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🌴 Tap into Regional Collaboration

South America could lead the way in collective game pass storytelling.

Example: “Legends of Latin America Pass”

• Start in Cartagena, exploring virtual colonial forts
• Race through Rio de Janeiro in a carnival-themed driving game
• Discover ancient ruins in Peru, guided by an AI Incan spirit
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• All powered by tourism boards working together to tell one unified story
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🛫 Layer Real-World Value on Top

Walmart’s magic? Mixing digital play with real-world commerce. Destinations can do the same:

• Booking perks for players who complete virtual quests
• Unlock codes for airport lounge access or museum discounts
• Exclusive UGC for loyalty program members who engage in-game
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🧑💻 It’s Not About Just Building a World — It’s About Building Momentum

This isn’t about creating one flashy Roblox experience and walking away. It’s about embedding your brand into the daily play patterns of Gen Z.

Rather than waiting for Gen Z to search for you, consider this:

What if they could experience your destination every time they logged in to play?

Game passes are just one path forward — but they represent a larger shift:

• From websites to worlds
• From promotions to perks
• From marketing to meaning
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🚀 Want to See It In Action?

🔗 Explore the Walmart Discovered Pass on Roblox 📩 Read our earlier newsletter on Walmart’s immersive retail model

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Follow Destinate for more insights on how tourism, gaming, and Gen Z engagement are colliding — and why the most exciting travel marketing opportunities might not look like ads at all.

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