The free virtual experience aims to drive real change from a generation born into tech, by inspiring Gen Z to make better choices when binning unused, unwanted, or even broken tech.

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As a result, the technology retailer enlisted the help of television presenter, DJ and avid gamer, Tyler West to help educate users about the e-waste issue within a simulated space they’re already engaging in.

The move comes as Currys found that two-thirds (66%) of young people are more likely to bin their tech over recycling.

The data also found three in four (75%) currently hoard unwanted tech in their homes, despite having no use for it, with 23% not understanding how to dispose of old tech.

Currys Director of Sustainability, Moira Thomas, said: “I’m optimistic when it comes to the future of e-waste. 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 to and take inspiration from through the hugely popular game of Fortnite.”

Environment Minster Robbie Moore added: “I hope tackling e-waste in the virtual world can help younger generations understand the importance of responsible waste disposal in the real world.

“It’s vital we turn the tide of e-waste, which sees 155,000 tonnes of electrical waste thrown in the bin every year. This is why we have set out new proposals to make it easier for householders to recycle their electrical goods and to spark the move to a more circular economy.”

The news comes as the electrical retailer Currys launching a series of campaigns highlighting its trade-in and recycling initiatives.

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Created by AMV BBDO and Spark Foundry, the campaign raises awareness of several of its “‘enhanced” trade-in offers that will see the retailer payout above-market prices to customers for old devices, including TVs, smartphones and domestic appliances.

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The 15-second and 30-second spots will be shown across VOD, digital and social, with Spark Foundry handling the media planning and utilising first-party data to ensure relevant reach.

The campaign forms part of the company’s ‘Long Live Your Tech’ pledge to help its customers keep tech in circulation for longer through its in-home and repair centre operations.

It also incentivises them to reuse and recycle used products.

The launch comes as Curry’s boss, Alex Baldock, called out the UK government’s e-waste recycling, amid the retailer’s current takeover battle.

Currys Brand and Marketing Director, Dan Rubel, said: “We are proud to offer recycling, trade in and repairs to our customers every day of the year, enabled by our enormous Repair Lab in Newark.

“These services mean consumers can do right by the planet and their pocket simultaneously, and especially right now with the launch of a range of enhanced trade in deals on TVs, mobiles, consoles, as well as many other appliances. That means major value even for tech that is completely broken and unusable.”

He added: “The offer is accompanied by our ‘How Much’ ad campaign, one that uses outlandish humour to get across the outlandish value Currys is offering on unwanted tech.

“Humour in advertising not only lightens the mood, something we all need, but it’s also an important way to dial up the memorability and cut through of a brand’s messages.”

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