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IKEA's first foray into gaming with virtual store

Launching June 24th 'The Co-Worker Game' will allow players to experience working in IKEA's virtual universe. Fans will be able to live their home furnishing dreams and get paid for it, with a limited number of paid roles available. IKEA has unveiled a first look at the immersive experience, giving players the opportunity to experience IKEA's unique approach to careers.

As well as being the brand's first foray into mainstream gaming, the virtual store will give people a chance to immerse themselves in the working world of IKEA. With a limited number of paid, virtual co-worker roles available in the game.

Alongside the paid co-workers, the broader Roblox community, gamers and IKEA fans alike will be able to work, explore and experience the virtual world of IKEA on Roblox.They can venture to IKEA's famous Swedish Food Market and Bistro and serve up endless amounts of meatballs or stop over at the various showrooms and use famous IKEA products to organise the space – say hello to HEMNES heaven. All with the chance to win exclusive IKEA UGCs.

"We're excited to be the first brand to launch paid work on Roblox to showcase how we do careers differently, bringing our unique careers philosophy to life. 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," says Darren TaylorCountry People and Culture Manager, IKEA UK and Ireland

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