Corporate publicity stunts involving virtual reality are almost always bad, but Ikea’s new Roblox store feels especially silly. The company announced last week that it plans to pay 10 people £13.15 or €14.80 per hour to work in The Co-Worker Game, a virtual Ikea store in Roblox. The company is taking applications until June 16th, only from candidates in the UK or Ireland who are 18 or older.

Being paid to be an NPC. What a world. The virtual employees will carry out tasks like serving meatballs or helping people find fake furniture or other Ikea items. They can also “get promoted to move departments, just like in the real world.”

I wouldn’t assume...

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