Currys has launched its first-ever game in a bid to encourage consumers to recycle their used electronic goods.
Trash Tycoon, available on gaming platform Fortnite, is a free virtual experience which aims to inspire Gen Z to make better choices instead of binning unused, unwanted and broken tech.
The electricals retailer said the game “presents an opportune moment to educate young people about the e-waste issue within a simulated space they’re already engaging in”.
Trash Tycoon, which took 6 months to develop, is a virtual world made entirely of e-waste and serves as a visual representation of the 880 million unused and broken tech items hoarded in UK homes.
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Players are encouraged to go head-to-head on a mission to mine and recycle as much trash as possible, for valuable in-game and in real life rewards worth over £1,000.
Currys director of sustainability Moira Thomas said: “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.”
She added the game was “fun and exciting, which really lines up with our brand and what we do as a business”.
Currys has stepped up its messaging for its trade-in and recycling initiatives in recent weeks, with the retailer unveiling a new ad campaign last month to raise awareness of a number of ‘enhanced’ trade-in offers it has for customers on old TVs, smartphones and domestic appliances.
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