9mo ago

Ikea is hiring UK workers for its new store in Roblox

www.eurogamer.net Ikea is hiring UK workers for its new store in Roblox

Swedish store and home of flatpack furniture Ikea is hiring 10 people from the UK and Ireland to assist with the running of a virtual store in Roblox.

23 comments

Am I missing something, because I’d imagine the target audience for Roblox is not the same as the one in the market for a new bed side table?
- It is not just Ikea that is using Roblox to expand its reach. Netflix is also coming to Roblox, with the streaming giant recently revealing its "digital theme park" on the gaming platform, known as Nextworld. This will essentially acts as a hub where players can access areas, characters and games based on Netflix properties, such as Stranger Things and One Piece.
  Seems like a way to get branding imprinted on young people. Plus IKEA is a budget brand, so makes sense to target future college dorm folks.
  
  “Oh shit I can buy the real life version of this game asset???”
  
  Somehow Roblox has become the Metaverse Meta was trying to build...

Huh, I just lost a lot of respect for IKEA...
- You had respect for ikea? There stuff is cheap and shitty, it's great for a dorm room or first apartment but it's not really made to last.
  
  We actually buy a lot from them and they're reasonably durable. We've had a lot of their stuff for the ~10 years we've lived in this house. Some of their stuff is utter trash, and some is overpriced, but we've been happy with most of what we got.
  We don't go there for everything, but we do buy a fair amount. I have kids and they love "building" things from IKEA. I'll probably end up building my own furniture at some point (I have the tools, but not the time), and it'll probably be based on IKEA styles.
  An important thing to note is that they don't move well, so if you're moving between apartments, expect stuff to break. We have some "nicer" furniture from a local furniture store, and they seem more sturdy for that kind of thing, but we don't like the style as much and it costs way more.