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IKEA Ventures into Virtual Reality, Opens Store on Roblox and Hires Gamers

In an unprecedented move, IKEA, the Swedish home furnishing giant, has launched a virtual store on the global platform Roblox, marking its first foray into the realm of mainstream gaming. The store, which opened on June 24, is part of a unique campaign titled “Careers done different” aimed at attracting a new generation of co-workers.

The virtual store is designed to introduce users to the various roles and career progression routes available at IKEA through a series of games inspired by real-life jobs at the retailer. “At IKEA, there is no set route to career progression. Our co-workers are able to change roles, switch departments and grow in any direction they choose, both in the game or in the real world,” said Darren Taylor, country people and culture manager, IKEA UK and Ireland.

In a surprising twist, IKEA is not just inviting players to explore the virtual store but is also hiring them. The company is offering paid opportunities for Roblox players through a game titled “The Co-Worker Game”. The recruitment process includes a questionnaire and requires an updated CV. Successful applicants will be invited to a digital interview. Candidates need to be over 18 and live in the UK or Ireland.

The company is hiring ten people to run its virtual store, with tasks ranging from picking furniture to serving meatballs. Successful applicants will be paid £13.15 per hour, the IKEA hourly rate of pay for a London co-worker. The hired players will be able to help customers and get promoted to move departments, just like in the real world.

The broader Roblox community, gamers and IKEA fans alike will be able to work, explore and experience the virtual world of IKEA on Roblox. They can venture to IKEA’s famous Swedish Food Market and Bistro and serve up endless amounts of meatballs or stop over at the various showrooms and use famous IKEA products to organise the space.

This isn’t the first time a brand has leveraged Roblox for unique campaigns and activations. In December last year, adidas landed on Roblox with a digital collection, highlighting self-expression, creativity and user experience by fusing fashion with gaming.

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