IKEA is opening a virtual store and even hiring employees for it! The well-known home furnishing brand recently announced that it will be bringing its stores to the gaming platform Roblox. While it’s not unusual for brands to have a presence on Roblox, IKEA is taking it a step further by actually recruiting employees for its “virtual store,” and they will even receive a salary.
The game, called “The Co-Worker Game,” will be launched on June 24th and will allow players to experience working in a virtual IKEA store, fulfilling their dreams of becoming home decor employees. The virtual employees recruited by IKEA will receive the same salary as their counterparts in London, which is approximately £13.15 or €14.80 per hour, equivalent to around NT$543 or NT$520.
The virtual employees hired by IKEA will be responsible for assisting customers and will have the opportunity for promotion to different departments. While these positions are remote, applicants must reside in London and be at least 18 years old. The deadline for employee applications is June 16th, and online interviews will take place from June 14th to June 18th.
However, even if you don’t live in the UK or are under 18, you can still freely enter Roblox and experience what it’s like to work at IKEA. In addition to using various classic IKEA products to organize displays, players can also enjoy unlimited meatballs at the Swedish restaurant. Participating players also have the chance to obtain exclusive virtual items in the Roblox IKEA world.
Darren Taylor, National People and Culture Manager for IKEA UK and Ireland, expressed his excitement about IKEA being the first brand to launch paid jobs on Roblox, showcasing the company’s career philosophy. At IKEA, there is no fixed career path, and employees are encouraged to change roles and switch departments, allowing them to grow in any direction of their choice, both in the game and in the real world.
Further reading:
Gucci’s Web3 Dreams: A Single User Virtual World – Experiment or the Real Future?
What Makes Roblox Attractive to Brands?
In fact, IKEA is not the only brand to offer an “employee experience” within Roblox. Fast-fashion brand Forever 21, for example, created the virtual world “Forever 21 Shop City,” where players can operate and manage stores.
Additionally, the American-Mexican fast-food chain Chipotle offers players the experience of making burritos in their virtual space, “Chipotle Burrito Builder.”
There is a reason why brands are entering the Roblox gaming platform. According to data company Statista, as of the first quarter of 2024, Roblox has over 77 million daily active users worldwide, an increase of 17% from the previous quarter. Since the beginning of the COVID-19 pandemic in early 2020, the number of daily active users on Roblox has significantly grown, highlighting the importance of virtual experiences.
Roblox’s vibrant character designs and popularity among young gamers have often been associated with a game designed for “kids.” Although, before mid-2021, the majority of Roblox players were 13 years old or younger. However, starting from the third quarter of 2023, approximately 40 million Roblox players are above the age of 13, and the fastest-growing user group is those aged 17 to 24, indicating that the platform’s audience is gradually expanding.
By entering Roblox, brands can reach a large and diverse young audience. The immersive virtual experience allows brands to create unique interactive content, increasing brand recognition and influence. Additionally, brands can collaborate across industries to launch special events or limited-edition virtual products on Roblox, attracting the attention of gaming audiences.
All of these initiatives allow brands to establish deeper connections with potential customers in a dynamic and rapidly growing market.
Sources:
TIME, CBS, IKEA, Statista