IKEA is set to open a virtual store and even hire employees. The home furnishings brand recently announced its entry into the gaming platform Roblox, which is not uncommon for brands, but what sets IKEA apart is that its “virtual store” is actually recruiting employees, who 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 dream 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 available to assist customers at any time and will have the opportunity to be promoted to different departments. Although 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 be conducted from June 14th to June 18th.
However, even if you don’t live in the UK or are under 18 years old, you can still freely enter Roblox to experience what it’s like to work at IKEA. In addition to using various IKEA classic 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 IKEA-themed world of Roblox.
Darren Taylor, the National HR and Culture Manager for IKEA UK and Ireland, expressed his excitement about IKEA being the first brand to launch paid work on Roblox, showcasing the company’s career philosophy. At IKEA, there is no fixed career path, and employees have the opportunity to change roles, switch departments, and grow in any direction of their choice, whether in the game or in the real world.
In addition to IKEA, there are other brands that have created “work experience” in Roblox. For example, fast fashion brand Forever 21 developed the virtual world “Forever 21 Shop City,” where players can operate and manage stores. Chipotle, the American-Mexican fast-food chain, also offers players the experience of making burritos in their virtual space called “Chipotle Burrito Builder.”
The reason why brands are entering Roblox is not without cause. According to the 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 increased, highlighting the importance of virtual experiences.
Roblox’s vibrant character appearances and popularity among young gamers are often seen as a game designed for “kids.” Although the majority of Roblox players were 13 years old or younger before mid-2021, starting from the third quarter of 2023, there were about 40 million players above the age of 13, and the fastest-growing user group was the 17 to 24-year-olds, 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 have more space to create special interactive content, enhancing brand recognition and influence. Additionally, brands can attract the attention of gaming audiences by launching special events or limited virtual products through cross-collaborations on Roblox.
All these initiatives enable brands to establish deeper relationships with potential customers in a dynamic and rapidly growing market.
Sources:
TIME, CBS, IKEA, Statista