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Currys has launched its first-ever game in a bid to encourage consumers to recycle their used electronic goods.<\/p>\n
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.<\/p>\n
The electricals retailer said the game \u201cpresents an opportune moment to educate young people about the e-waste issue within a simulated space they\u2019re already engaging in\u201d.<\/p>\n
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.<\/p>\n
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\nPlayers are encouraged to\u00a0go 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 \u00a31,000.<\/p>\n
Currys director of sustainability Moira Thomas said: “As the UK\u2019s 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.<\/p>\n
“That\u2019s why we\u2019re 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.”<\/p>\n
She added the game was “fun and exciting, which really lines up with our brand and what we do as a business”.<\/p>\n
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 \u2018enhanced\u2019 trade-in offers it has for customers on old TVs, smartphones and domestic appliances.<\/p>\n
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Players are encouraged to\u00a0go 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 \u00a31,000.<\/p>\n
Currys director of sustainability Moira Thomas said: “As the UK\u2019s 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.<\/p>\n
“That\u2019s why we\u2019re 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.”<\/p>\n
She added the game was “fun and exciting, which really lines up with our brand and what we do as a business”.<\/p>\n
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 \u2018enhanced\u2019 trade-in offers it has for customers on old TVs, smartphones and domestic appliances.<\/p>\n