Currys has launched its first-ever game created on the Fortnite platform to inspire Gen Z users to limit their electronic waste.
The virtual experience aims to educate young people about e-waste through a games map on gaming platform Fortnite. It serves as a “visual representation of the 880 million unused and broken tech items” abandoned in homes around the country.
The Trash Tycoon game challenges players to compete against each other in a mission to “mine and recycle as much trash as possible” for valuable in-game and real-life rewards worth over £1,000.
Research by Currys has found that 66% of young people are more likely to throw away their tech rather than recycle, while 75% currently hoard unwanted tech at home.
Further research revealed 44% of young people would be “encouraged” to recycle tech if there was a cash incentive.
Currys director of sustainability Moira Thomas said: “I’m optimistic when it comes to the future of e-waste. As the UK’s largest tech retailer, we know people, particularly Gen Z, want to recycle their old tech, but there is a lack of knowledge of how to do so responsibly.
“That’s why we’re confident Trash Tycoon will break down barriers, helping people better understand the issue of e-waste, in a language they can relate and take inspiration from, through the hugely popular game of Fortnite.”
Environment minister Robbie Moore added: “I hope tackling e-waste in the virtual world can help younger generations understand the importance of responsible waste disposal in the real world.
“It’s vital we turn the tide of e-waste, which sees 155,000 tonnes of electrical waste thrown in the bin every year.
“This is why we have set out new proposals to make it easier for householders to recycle their electrical goods and to spark the move to a more circular economy.”
Currys is the only tech retailer in the UK to reward people for their tech trash, with its Cash for Trash scheme. The retailer was voted the winner of The Green Initiative of the Year at the Retail Week Awards 2024.
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