Ikea Roblox: Where gamers get paid to play

WEB DESK: Swedish brand IKEA is delving into the virtual reality game of Roblox, offering a unique employment opportunity for gamers.

The company recently announced plans to launch “The Co-Worker Game,” a virtual IKEA universe within Roblox, where players can explore careers within the Swedish brand.

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IKEA announced to hire ten paid workers to staff its virtual store. Applications for these positions opened on June 3 and will remain open until June 16.

In this virtual reality (VR), players will have the chance to experience IKEA’s trademark store looks and environment. The “culture manager” at IKEA’s United Kingdom (UK) and and Ireland branch stated he was excited about showcasing IKEA’s “career philosophy” within Roblox.

He said that at IKEA, there is no predetermined path to career advancement. Instead, employees have the flexibility to switch roles, change departments, and grow in any direction they choose, both in the virtual game and in the real world.

The virtual IKEA store is set to launch on June 24.

Paid workers will be referred to as “co-workers” and will utilise their skills to assist customers and progress through various departments, mirroring real-world career opportunities at IKEA.

Meanwhile, other Roblox players will have the chance to explore and interact with the virtual store, browsing showrooms and engaging with IKEA products in innovative ways.

One of the biggest attractions of the virtual IKEA will be where players can serve up virtual meatballs. The Swedish company aims to recreate the familiar atmosphere of its physical stores within the virtual world, offering players a taste of what it’s like to work and shop at IKEA.

To apply for one of the paid positions, applicants must be over 18 years old and reside in the United Kingdom or Ireland. Shortlisted candidates will undergo virtual interviews between June 14 and June 18. Successful applicants will be compensated at a rate of £13.15 per hour, equivalent to the standard hourly rate for IKEA employees in London.

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IKEA’s foray into VR reflects a growing trend among brands leveraging virtual platforms for creative purposes. IKEA is tapping into a new generation of gamers and offering them a unique opportunity to engage with the brand in a virtual setting.

In recent years, other brands have also explored the potential of the metaverse for marketing and engagement. From virtual fashion shows to interactive gaming experiences, companies are increasingly recognizing the value of virtual platforms in reaching and engaging with consumers.