Last week, Walmart launched Walmart Skyward, its first-ever server on Minecraft Java Edition. Built by Moonrock and powered by strategic insights from GEEIQ, this marks a significant milestone in the brand’s virtual world strategy. But what makes GEEIQ partner Walmart’s debut in Minecraft different from the rest?
To find out, we spoke with the development studio and data partner Walmart worked with to unpack how Walmart’s identity was translated into an authentic and player-first activation.
Scroll down for a behind-the-scenes look at one of Walmart’s most ambitious gaming activations to date. 👇
The Developer: Q&A with Moonrock
We sat down with Jordan Baker, COO at Moonrock, the development studio behind Walmart Skyward, who led the creative and technical development of Walmart’s first-ever Minecraft server.
How did you translate the Walmart brand into something that felt native to Minecraft?
Jordan: From the start, the connection between the two felt very natural. Walmart serves a diverse group of customers by providing the best prices in the most accessible way. That mirrors the way Minecraft brings players together in an open, inclusive world where they can create, explore, and collaborate.
How did you ensure Skyward felt authentic to Minecraft’s community and Walmart’s brand?
Jordan: We are proud to have collaborated with our creator and community board of advisors throughout the development of Walmart Skyward. We worked closely with players who represent different play styles and content creation approaches within Minecraft to shape an experience that is both innovative and accessible. This involved developing first-of-its-kind technology that enhances Minecraft’s native gameplay while staying true to the core mechanics that have made it the best-selling game in the world.
Who is the primary audience for Skyward? How does this align with Walmart’s broader goals across virtual worlds and gaming?
Jordan: This activation focuses primarily on players aged 14-24, with our goal being to boost brand perception and position Walmart as a go-to digital destination. This idea has been at the core of the entire experience. We want to show young adult shoppers that Walmart is authentically present in the spaces they naturally engage with, ready to make their lives easier and the items they need more accessible.
Why opt for a cinematic, episodic structure over a traditional sandbox or minigame format?
Jordan: This highlights Walmart’s commitment to addressing a key issue identified by the community. Data shows that long-form, story-driven content has largely replaced the traditional 15-30 minute shorter-form content within the Minecraft ecosystem. However, without significant resources or a large team, most individual creators simply can’t produce or sustain these types of experiences. While some might attempt it, they would often need to paywall parts of the game to keep their servers running.
Walmart took these insights from Moonrock and GEEIQ seriously, working closely with us to develop an experience that allows the broader player base to engage in the same type of content they regularly consume online without financial barriers.
Minecraft’s creative freedom is part of its magic. How did you design gameplay that felt structured enough to tell a story, but open enough to encourage exploration?
Jordan: Minecraft is known for its limitless creativity, but there are still technical boundaries that few have been able to push. This experience showcases just how far the base game can be expanded. Our goal was to create a world where players could interact with in-game cutscenes, 2D platforming mechanics, overhead gameplay elements, and much more, while still maintaining the core freedom to build, break, and explore. Walmart Skyward isn’t just a game. It’s a set of tools that empower players to experience Minecraft in a whole new way, blending innovation with the familiar openness they love.
What was the biggest technical or creative challenge when developing a Walmart-inspired server within the Minecraft aesthetic?
Jordan: I’d say the biggest challenge was creating something that was both technically advanced and accessible to all players. Unlike other platforms where the infrastructure and many end-user components are handled for you, Minecraft is truly a DIY environment. That meant we had to ensure all of our innovative, first-of-its-kind models, technology, and animations could run smoothly for players on high-end gaming PCs as well as those using a 10-year-old laptop. Striking that balance was a major focus for us, and we’re proud that this experience remains accessible to the masses, just as Walmart makes everyday essentials financially accessible to all.
The Strategists: Q&A with GEEIQ
We spoke with GEEIQ’s virtual world strategists, who guided Walmart through the platform selection, partner sourcing, and the data behind Walmart Skyward.
Barney Lynch and Tom von Simson, Account Director and Account Manager at GEEIQ, led the virtual strategy behind the activation. From identifying the right platform and development partner to grounding the experience in cultural and community insight, they helped shape a strategy that felt both innovative and native to Minecraft. They have also worked on the virtual campaigns for GEEIQ partners Elton John and essence cosmetics.
Why was Minecraft identified as a strategic next step for Walmart, especially after activations on Roblox, ZEPETO, and Spatial?
Tom: Minecraft has been around for 15 years. It has a huge dedicated player base that has aged up with the platform. While Walmart Skyward isn’t an official collaboration with Mojang, activating on the platform ahead of the Minecraft movie is a brilliant opportunity to tap into the buzz and be a part of that cultural conversation. Walmart is making sure they meet consumers where they are and in new ways. There’s no better place for that than the best-selling video game of all time.
What considerations did Walmart take into account ahead of this activation?
Barney: Discoverability on Minecraft works differently than on platforms like Roblox, so we leaned into external amplification, creator partnerships, and story-driven content to encourage sustained engagement.
But more importantly, we involved the community from the start. By listening to what they actually wanted to see in a Minecraft experience, we were able to build something that resonated. That’s how you get real results.
Brands like Senna and Sanrio have recently entered Minecraft. What sets Walmart’s Skyward activation apart from others on the platform?
Tom: This activation was on Minecraft Java edition. Being PC-only, it’s typically representative of the hardcore, ultra-native Minecraft player who likes customization, modding, and hyper-personalization. It was key that Walmart craft something that really delivered value to that audience and gave them that surprise and delight moment.
No brand has ever committed this sort of resource to the Java server. The result is something truly unique, with expansive maps, custom 3D models, and a level of visual polish and gameplay depth that pushes the boundaries of what branded Minecraft activations can look like.
How did community insights shape the creative direction of Walmart Skyward?
Barney: Community insight was central to every decision in Skyward’s development. From the earliest stages, we worked with creators and advisors within the Minecraft community to ensure the gameplay mechanics, story elements, and aesthetic choices all felt authentic. The goal wasn’t just to build a branded space. It was to create an experience that reflected how players already interact with Minecraft.
Key Takeaways
Walmart Skyward marks a turning point for how legacy retailers show up in virtual worlds. By combining Minecraft’s open-ended creativity with a cinematic, story-driven experience, the brand has reimagined what a brand activation can look like. It may not be an official Minecraft experience, but it is player-first, community-informed, and authentically embedded within platform culture.
With support from Moonrock and GEEIQ, Walmart has created a Minecraft server that feels native to the platform while pushing its boundaries. From strategic platform selection to pioneering technology that pushes the limits of Minecraft’s engine, Skyward sets a new standard for immersive and purposeful brand storytelling in gaming.
As the line between entertainment, commerce, and community continues to blur, one thing is clear. This is not just a game. It is Walmart’s first step in a long-term strategy to meet the next generation where they are, build cultural relevance, and lead the future of retail in virtual worlds.
To learn more about virtual strategies and brands in gaming, sign up to get access to our latest report, The State of Brands in Gaming & Virtual Worlds Part IV. 👇
