IKEA on Roblox: Next-Gen Engagement - MetaVisions #28

It’s no secret that each new generation of customers develops distinct trends and behaviours influenced by economic shifts, technological advancements, and societal changes. At MetaVisions, we've explored the dynamics of the youngest generation, particularly their affinity for platforms like Fortnite and Roblox, which have captivated hundreds of millions worldwide, most of them under 18.
Fortnite: (A+) for the creator economy - MetaVisions #09
Disney buys into Epic Games & the 'Frame' - MetaVisions #17
Roblox, a glimpse into the future - MetaVisions #05

You may be wondering, why have I mentioned the above… This next headline should give you a hint (the title of this newsletter has given it away too).

IKEA is opening a new store on Roblox… and you could be paid to work there!

While this headline might surprise many, it's a natural progression in the ongoing trend of brands engaging with the digital generation through immersive online experiences. Companies like Nike, Walmart, and Louis Vuitton have already ventured into virtual realms to foster community, run competitions, and launch exclusive products. This strategic engagement targets the youngest consumers, who already influence household purchases and will eventually become the primary decision-makers. Building brand loyalty early on can yield substantial long-term benefits.

The notion of ‘working’ in online video games isn’t new but has gained significant traction recently. There are hundreds of player-based communities across a wide range of games that spend hours working as police officers, delivery drivers, McDonald’s employees, etc.
A great example of this is that during the Covid pandemic many people were suffering from a lack of social interactions and doing new things. Which created a perfect storm for roleplaying servers in GTA V to see insane growth. In these servers, players are encouraged to take on a job to make money, ranging from police officers to drug dealers, mechanics to bus drivers, immersing themselves in these roles. Honestly, some people take it VERY seriously. I must admit that I have been banned from some servers, as I found it very funny to just not comply with the roleplay (not nice, I know).

IKEA is blending customer engagement with role-playing in their latest venture: a virtual store on Roblox.
There are 10 full-time roles up for grabs, successful applicants will be able to flex their skills, help customers, and get promoted to move departments, just like in the real world and will be paid £13.15 ($16.82) an hour for the fully remote job, the same rate as a typical real-life IKEA employee in London.
Beyond the paid positions, the wider Roblox community can dive into this digital IKEA world, explore the Swedish Food Market and Bistro, serve up iconic meatballs, or organize spaces with IKEA’s well-known products

Darren Taylor, Country People and Culture Manager at IKEA UK and Ireland, shared his excitement: “We’re excited 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.”

Sounds like the ultimate work-from-home experience. It would be interesting to get some data and feedback from those 10 Virtual workers in a couple months time.

Know someone who might enjoy this unique job experience? Applications are open until the 16th!

See you soon,
Davi, MetaVisions