Ikea Opens New Virtual Store on Roblox, Offering Unique Gaming Experience

Ikea Opens New Virtual Store on Roblox, Offering Unique Gaming Experience

Ikea Opens New Virtual Store on Roblox, Offering Unique Gaming Experience

Ikea is expanding its presence in the digital world by opening a brand-new store on the popular gaming platform Roblox. The virtual store, known as “The Co-Worker Game,” will offer players a chance to immerse themselves in Ikea’s unique approach to career progression.

In this virtual universe, players will have the opportunity to work in different departments and functions of the retailer, gaining insights into the inner workings of the company. They can serve Ikea’s famous Swedish meatballs to other players, explore various showrooms, and even use iconic Ikea products to organize virtual spaces. In return, players will receive exclusive Ikea user-generated items, audio, and other content.

While anyone can participate in this gaming experience, Ikea is also looking to hire 10 employees for paid positions. Interested applicants must submit their basic information, social account details, CV, and answer specific prompts related to their pixelated furniture persona. Candidates must be over 18 years old and reside in the UK or Ireland.

Darren Taylor, Country People and Culture Manager at Ikea UK and Ireland, expressed excitement about the launch, stating, “We’re thrilled to introduce paid work on Roblox to showcase our unique approach to careers. At Ikea, we believe in providing our co-workers with the freedom to explore different roles and departments, both in-game and in the real world. Ikea on Roblox allows us to demonstrate the various opportunities for growth and development within our organization.”

Shortlisted applicants will undergo virtual interviews between June 14 and 18 for the fully remote virtual positions. The final 10 employees will receive an hourly wage of £13.15, which is equivalent to the Ikea hourly rate for employees based in London.

According to a company press release, successful applicants will have the chance to utilize their skills, assist customers, and even earn promotions within the virtual store. Ikea aims to create a virtual environment that closely mirrors the real-world career progression opportunities the company offers.

With its innovative approach to merging gaming and career exploration, Ikea’s new virtual store on Roblox is set to captivate fans and provide them with a unique and engaging experience.

Additional facts:

1. Roblox is a massively popular gaming platform that boasts over 150 million monthly active users worldwide.
2. Ikea’s virtual store on Roblox is the first of its kind for the furniture retailer, marking their entry into the gaming space.
3. The virtual store experience aims to attract younger audiences, allowing them to interact with the brand in a fun and immersive way.
4. The “Co-Worker Game” on Roblox is part of Ikea’s broader digital strategy to stay relevant and connect with consumers in the digital age.
5. In addition to the virtual store, Ikea has also created a branded virtual item on Roblox called the “Blue Checkered Scarf,” which players can purchase using the platform’s in-game currency.

Key Questions and Answers:

1. What is Ikea’s goal in opening a virtual store on Roblox?
Ikea aims to engage with younger audiences and showcase its unique approach to career progression through its virtual store on Roblox. The company wants to provide an immersive and educational gaming experience for players while promoting its brand and products.

2. Can anyone participate in the gaming experience on Ikea’s virtual store?
Yes, the gaming experience is open to anyone on the Roblox platform. However, only residents of the UK and Ireland who are over 18 years old can apply for the paid positions at Ikea’s virtual store.

Key Challenges and Controversies:

1. Privacy and safety concerns: As with any online platform, there may be potential risks associated with sharing personal information and interacting with others on Roblox. Ikea will need to address privacy and safety concerns to ensure the well-being of players and users.


1. Targeting younger audiences: By tapping into Roblox’s large user base, Ikea can reach a younger demographic that is more likely to engage with digital experiences.
2. Learning and career exploration: The virtual store provides players with a unique opportunity to learn about different roles and departments within Ikea, fostering career exploration and interest in the company.


1. Limited geographic reach for job opportunities: The paid positions at Ikea’s virtual store are only available to residents of the UK and Ireland, limiting the employment opportunities for players from other countries.
2. Potential dependence on a single platform: By focusing solely on Roblox, Ikea’s virtual store may limit its reach and miss out on audiences who do not use the platform.

Related links:
Ikea UK