Secondhand Rooms

Players collect far more virtual furniture than they ever use. In Secondhand Rooms, IKEA invites them to donate unused in-game items through a partner game or community event. A public tally shows how much has been given, and each milestone unlocks a matched real-world contribution to a housing charity, such as furnishing homes for families moving out of emergency housing. It links IKEA's ideas about second life for furniture with something players already do.

1. 1Partner with one popular home-building game, or a creator community that runs a server or event inside one.
2. 2Design a simple in-game donation point and a public tally that everyone can see growing.
3. 3Agree real-world milestones with a housing charity, so every stage of the tally unlocks a specific, checkable contribution.
4. 4Brief gaming creators to build and donate rooms on stream, explaining where the real-world help goes.
5. 5Report back publicly with the charity: what was donated, what was delivered and where.

Channels: In-game, Twitch, YouTube, TikTok, Gaming creators, PR

Audience: Players of home-building and life-simulation games, mostly 16 to 35, who care about housing and sustainability