DELFT, The Netherlands — Swedish furniture maker and retailer is bringing its experience to the digital realm … .
The global furniture brand, which has a Top 100 retail presence in the U.S., announced that on June 24, it will launch on Roblox. The game, which anyone can download and play, will allow 10 digital players to experience working in Ikea’s and get paid for it. in the game are open through June 16 for gamers age 18 and older in the U.K. and Ireland. This is the first phase of Ikea’s drive to attract a new generation of co-workers, entitled “Careers Done Different.”
“We’re excited to be the first brand to launch to showcase how we do careers differently, bringing our unique careers philosophy to life,” said Darren Taylor, country people and cultural manager for Ikea UK and Ireland. “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. There are many ways to learn and grow at Ikea, and that’s what Ikea on Roblox is all about.”
The application includes questions like “How do you feel about being turned into pixels?” and “If you were a pixelated Ikea furniture, which one would you be and why?”
The launch is Ikea’s first foray into mainstream gaming, and in addition to the available virtual jobs, Roblox gamers can explore the virtual Ikea, shop the space and venture to the brand’s Swedish Food Market and Bistro.