Currys launches ‘Trash Tycoon’ gaming experience to promote e-waste recycling | Retail Bulletin

March 8, 2024 | by


Currys has launched its  first ever game as it looks to encourage customers to recycle their e-waste.

Called Trash Tycoon and created in Fortnite, the free-of-charge virtual experience aims to inspire Gen Z to make better choices when binning unused, unwanted, or broken tech items.

The move comes as research by Currys found that two-thirds of young people are more likely to throw away their tech trash instead of recycling it. The retailer said the creation of Trash Tycoon’ in Fortnite will allow it to educate young people about the e-waste issue within a simulated space that are already engaging in.

Moira Thomas, director of sustainability at Currys, 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 and take inspiration from through the hugely popular game of Fortnite.”

The move is being supported by the Department for Environment, Food and Rural Affairs.

Environment minster Robbie Moore said: “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.”


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