‘The Co-Worker Game’ allows players to experience working in IKEA’s virtual universe. Fans will be able to live their home furnishing dreams and get paid for it. The immersive experience gives players the opportunity to experience IKEA's unique approach to careers where non-linear career journeys are the norm and lateral moves across departments are commonplace.

• 178,000 applications for the paid virtual co-worker roles — more than Love Island or The X Factor.

• 6.7 million visitors explored IKEA on Roblox, experiencing an IKEA career firsthand.

• 2,000+ news articles and hundreds of influencer videos generated 16 billion earned media impressions.

• Over 4x increase in careers website traffic, with engagement up 26%.

‍IKEA saw a 50% increase in real-world job applications, making this its most successful recruitment campaign ever.

The IKEA Recruitment campaign KICKED off online!

Thousands of comments… tens of thousands of REAL applications… and millions of views, delivered to the public through all your digital platforms.

Alongside the paid co-workers, the broader Roblox community, gamers and IKEA fans alike will be able to work, experience and explore the virtual world of IKEA. 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.