Gaming as a Transmedia Powerhouse: How Walmart and Upin & Ipin Are Leveraging Interactive Worlds
Transmedia storytelling—the expansion of a brand or intellectual property (IP) across multiple platforms—has become a key strategy for companies looking to deepen audience engagement. Gaming, in particular, has emerged as a powerful vehicle for brands to extend narratives, build communities, and drive commercial success.
Two recent initiatives exemplify this trend: Walmart’s gamified shopping experience and Malaysia’s Upin & Ipin Universe open-world game. Both leverage gaming as more than just entertainment; they use it to create immersive, interactive experiences that engage users on a deeper level.
Walmart Turns Shopping into an Interactive Game
Walmart has launched Walmart Unlimited, a gamified shopping experience designed to merge e-commerce with interactive storytelling. Available at WalmartUnlimited.com, the platform introduces four unique characters—Brooklyn, Milo, Raya, and Jabari—who guide users through a virtual shopping journey.
What makes this initiative unique is its integration of commerce APIs into a game-like environment powered by Walmart’s Unity software development kit (SDK). This allows game developers and content creators to embed shopping features directly into interactive experiences, making e-commerce more engaging.
Transmedia Takeaway
By embracing gaming mechanics, Walmart transforms online shopping from a transactional experience into an exploratory and engaging one. This move is part of a broader trend where brands gamify digital interactions to drive customer retention and loyalty.
Upin & Ipin Universe: Expanding a Cultural IP Through Gaming
In Malaysia, Upin & Ipin—one of Southeast Asia’s most beloved animated franchises—is making the leap from television to gaming with Upin & Ipin Universe, an open-world adventure game for PC and consoles. Developed in partnership with Streamline Studios and built on Unreal Engine 5, this game aims to expand the franchise’s reach beyond animation and into the interactive world of gaming.
With a dedicated fanbase across Malaysia and Indonesia, Upin & Ipin Universe serves as a natural transmedia extension of the franchise. It allows players to step into the world of Upin & Ipin, explore its rich universe, and engage with its characters in a new and immersive way.
Transmedia Takeaway
For IPs with strong regional or cultural roots, gaming offers a powerful way to globalize their brand. By developing an interactive experience, Upin & Ipin moves from a passive viewing experience to an active, player-driven world, deepening audience investment and expanding its potential reach.
The Future of Gaming as a Transmedia Strategy
These two examples highlight a broader shift in how brands leverage gaming to enhance engagement, storytelling, and commerce:
From Passive to Interactive Audiences – Traditional content consumption is shifting. Whether it's a retail giant like Walmart or a cultural IP like Upin & Ipin, interactive storytelling keeps users engaged for longer periods.
New Revenue Streams Through Gamification – By integrating commerce features within a game, Walmart is exploring new business models, while Upin & Ipin is tapping into the global gaming market to expand its brand.
Building Communities Beyond a Single Platform – Gaming fosters long-term engagement, allowing users to interact beyond social media and streaming platforms. It also enables UGC (user-generated content) that can further sustain brand longevity.
As gaming continues to merge with e-commerce, entertainment, and cultural storytelling, brands that effectively integrate gaming into their transmedia strategies will be the ones that keep audiences engaged for years to come.
