GS25 launches store decorating game through the metaverse

The Korean retailer has rolled out a simulator aimed at young customers who will be able to decorate their stores by accomplishing missions.

GS Retail, operator of one of South Korea’s top convenience store brands, has launched a simulation game to attract young customers and improve brand awareness. Through the Roblox platform, users will be able to access this simulator and decorate their own GS25 stores by carrying out missions inspired by daily tasks of operating a retail outlet.

According to a report by local news site Aju Business Daily, the company wanted to target young potential customers who are constantly active in the online platform. Leveraging the potential of the metaverse for businesses, the company created this simulation to attract some of the 50 million daily users that the platform currently has.

With the title “Let’s Gather at GS25”, the game invites players to carry out different missions depending on their roles inspired by real positions at a convenience store. Users can choose to be managers, display employees, delivery workers, cashiers or cleaners and complete different tasks based on their responsibilities.

"In line with the digital natives, the main consumer of the future, we showcased ‘Let's Gather at GS25’ to communicate with consumers in a fun way and build brand intimacy with the game content GS25," said Choi Song-hwa, Task Force Team Manager for the metaverse at GS Retail, according to a statement published on Monday.

Retailers in South Korea have been deploying different strategies based on the metaverse to explore the technology’s potential. GS25 has joined other companies initiatives such as CU’s online convenience store live on ZEPETO, a popular smartphone app that lets users visit a virtual store located in one of Seoul’s riverside parks.