Ikea remodels remote work with paid positions for Roblox store

Dive Brief:

• Ikea is taking the idea of remote work to the virtual world of Roblox with the June 24 lunch of a game that includes actual paid positions, according to a press release.
• Applications for 10 paid roles in “The Co-Worker Game” are open until June 16 to those living the UK and Republic of Ireland. Those hired to work within the game will be paid an hourly rate and have opportunities for promotions across departments. Anyone else will be able to work in and explore the virtual space.
• Ikea’s first foray into mainstream gaming also marks the first time a brand has offered paid work on Roblox, per press details. The game was developed with Swedish game design company The Gang.

Dive Insight:

While Roblox has become a go-to for brands that want to connect with younger consumers, Ikea is taking a fresh approach and focusing on potential employees. The activation is part of a larger push from the furniture seller, “Careers Done Different,” meant to attract new employees.

“The Co-Worker Game” mimics the look and feel of a brick-and-mortar Ikea, with players able to visit an on-site bistro as well as use Ikea products to organize the virtual space. The virtual experience was designed to provide younger consumers with working experience and promote career opportunities in real-world Ikea stores, where non-linear career journeys and moves across departments are commonplace, per press details. 

The game tries to mimic actual employment as closely as possible, with those chosen for digital positions set to receive the same hourly pay rate of someone working in a London store. Those wishing to apply need an updated CV and the ability to participate in video interviews, which will take place between June 14 and June 18.

Roblox has been widely embraced by brands to create immersive experiences that are often shopping related and are targeted at the platform’s core users, 60% of whom are under 16 years old. The Ikea effort is the latest example of a marketer exploring the platform’s potential to engage consumers beyond brand-building and shopping. Earlier this year, Wow Bao became the first fast-casual restaurant to gate Roblox items behind a rewards program. These efforts arrive as Roblox continues to ramp up advertising opportunities on the platform. 

Ikea’s Roblox activation comes just months after the retailer launched its first global brand campaign. “Do Try This At Home,” an effort meant to showcase the brand’s affordable offerings while embracing fun during a time when cost-of-living indexes are on the rise.