Ikea’s venture into the world of virtual reality with its new Roblox store has sparked mixed reactions, with some seeing it as a quirky corporate publicity stunt.
Last week, the company revealed plans to hire individuals for £13.15 or €14.80 per hour to work in The Co-Worker Game, a virtual Ikea store within Roblox. Applications are open until June 16th, exclusively for candidates in the UK or Ireland aged 18 or above.
The concept of being paid to serve as a non-playable character (NPC) in a virtual environment is certainly unconventional.
These virtual employees will engage in tasks such as serving digital meatballs and assisting users in finding simulated Ikea furniture and products. They even have the opportunity to progress through different departments, mirroring real-world career advancement.
However, skepticism arises regarding the nature of this employment opportunity. Despite Ikea offering real wages, the job is described as a “limited contract” on the application website.
Applicants are asked whimsical questions like “How do you feel about being turned into pixels?” or “If you were a pixelated IKEA furniture, which one would you be and why?”
Moreover, while an up-to-date CV is reportedly required, the application form doesn’t prompt for one, posing difficulties for applicants outside the UK or Ireland.
Nevertheless, for those who secure the position, the remote nature of the role allows them to immerse themselves in the virtual Ikea experience from the comfort of their homes.
And even for those who aren’t selected, Ikea assures them the opportunity to “work, look around, and experience” the virtual store, with chances to win exclusive in-game items.
While some may find the idea of assuming a retail role in a virtual rendition of a furniture store unappealing, it’s not an entirely novel concept.
Other companies have explored virtual branding in platforms like Roblox, offering experiences such as the Walmart Discovered virtual store and Gucci’s Roblox environments.
Despite its unconventional nature, Ikea’s initiative seems relatively benign compared to other digital trends like NFTs. The company has scheduled virtual interviews from June 14th to June 18th, with The Co-Worker Game set to launch on June 24th.
