Ikea will pay humans RM78 an hour to work virtual jobs in its video game store

The Swedish furniture brand is using paid jobs in its new video game to market its flexible work environment. — Getty Images/Fortune/The New York Times

As more and more Americans flock to the virtual world of Roblox, brands are trying all kinds of tricks to bring real-world retail experiences to the gaming platform.

In 2022, Chipotle released the Chipotle Burrito Builder, a simulation in which players roll virtual burritos for a chance to win credits at Chipotle stores. Kellogg and Forever 21 have tried their hand at similar stunts on the platform to help promote their products, and the platform even rolled out virtual video ads earlier this year.