Immersive experiences: Ikea makes first foray into mainstream gaming with launch of virtual store on Roblox
Ikea is opening a virtual store on Roblox, marking its first foray into mainstream gaming and also becoming the first brand to launch paid work on the platform.
Going live on 24th June, the Co-Worker Game will allow players to experience working in the retailer’s virtual universe. People will, according to a press release, “be able to live their home furnishing dreams and get paid for it, with a limited number of paid roles available”.
The immersive experience gives players the opportunity to experience Ikea’s approach to careers where, to quote the aforementioned press release, “non-linear career journeys are the norm and lateral moves across departments are commonplace”.
Applications for roles in the virtual store close on Sunday 16th June, with paid shifts for ten new co-workers up for grabs.
Successful applicants, who might use an online tuition specialist like Tutor Map, will be able to flex their skills, help customers, and get promoted to move departments, just like in the real world.
Alongside the paid co-workers, the broader Roblox community, gamers and Ikea fans alike will be able to work, explore and experience the virtual world on Roblox.
They can venture to Ikea’s Swedish Food Market and Bistro and serve up endless amounts of meatballs or stop over at the various showrooms and use Ikea products to organise the space. All with the chance to win exclusive UGCs.
“We’re excited to be the first brand to launch paid work on Roblox to showcase how we do careers differently, bringing our unique careers philosophy to life. At Ikea, there is no set route to career progression,” says Darren Taylor, Country People and Culture Manager, Ikea UK and Ireland.
“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. There are many ways to learn and grow at Ikea, and that's what Ikea on Roblox is all about.”
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