The home retailer is testing out their new experience in the Welcome to Bloxburg life-simulation game, where Roblox players can make and design homes.
The pilot will run in Australia and Ikea’s home market of Sweden and is an opportunity for the retailer to see how its products fare in digital environments.
Ikea products that will be rendered in Roblox will include the Stockholm sofa, the Elsystem rug and its renowned plush shark toy Blåhaj.
Bloxburg users will be able to visit the in-game Ikea pop-up between January 22 and February 5 this year, with the products also available at the game’s Fancy Furniture Store.
Visitors to Ikea’s real stores in Australia and Sweden will also be able to unlock extra items by scanning hidden QR Codes.
“We’re delighted to bring some of our most loved Ikea products into this digital space. With curiosity, we’re looking forward to seeing the home furnishing ideas people create, and how our products feel at home in their digital lives,” said Sara Vestberg, home furnishing direction leader at Ikea Retail.
It is not Ikea’s first experimentation with Roblox. The company launched its “The Co-Worker Game” in 2024, where players could experience working in a virtual Ikea store.
“This pilot is very much about learning and exploring,” says Parag Parekh, chief digital officer (CDO) at Ikea Retail.
“We’re using it to better understand how digital environments can enrich the IKEA experience, while continuing to stay true to our values and what customers expect from us.”
No comments yet