IKEA to go digital in ‘Sims’ game

IKEA has stumbled upon a unique promotion opportunity, with the announcement the Swedish home goods retailer will now offer furnishings in the virtual life video game “Sims 2.”

The game allows users to take charge of virtual people, and in the new version of the program by EA Inc., consumers in North America, Europe and Asia will also be able to “buy” virtual IKEA items for their game characters, including furniture, storage items and wall art.

The additional software package, which will retail for around $20, will be available in late June.

Privately owned IKEA currently operates more than 230 stores in 24 countries.