Currys launches 'Trash Tycoon' in Fortnite to tackle UK's e-waste challenge

Currys, has announced the launch of 'Trash Tycoon,' a new video game developed within Fortnite, in collaboration with the Department for Environment, Food and Rural Affairs (Defra). 

This initiative is part of Currys' effort to address the UK's e-waste issue. The country is on track to become the largest per capita producer of e-waste, generating over 60,000 tonnes every two weeks.

Designed to engage Gen Z—a demographic known for growing up with technology—'Trash Tycoon' is a free game that encourages young people to adopt responsible habits when disposing of electronic waste. 

Television Presenter and DJ Tyler West, known for his interest in gaming, commented: 

“Trash Tycoon is a game-changer, quite literally. Gaming has definitely been my ultimate escape and go-to 'night in' activity. As a Fortnite fan, it’s refreshing to play a map that addresses real-world issues. 

It's about time we turn gaming into a force for good - I can't wait to dive in with my squad and see how I can level up my base, whilst recycling tech trash!”

Currys' research indicates that 66% of young people prefer throwing away their electronic devices over recycling them. The study also found that 75% keep unwanted tech at home without using it, 35% do not recycle e-waste due to a lack of information, 23% need to be sure of how to dispose of old technology properly, and 26% forget to recycle altogether.

The 'Trash Tycoon' game is designed to simulate a world cluttered with 880 million unused and broken tech items, aiming to educate players about e-waste through gameplay.

 It challenges players to mine and recycle as much electronic waste as possible, offering in-game and real-life rewards to encourage recycling behaviours. The approach aligns with Currys' findings that 44% of Gen Z would be more inclined to recycle tech for cash incentives—a principle already applied in Currys' Cash for Trash scheme, which rewards customers with vouchers for recycling old or broken technology.

Robbie Moore, Environment Minister, expressed his support for the initiative:  “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.”

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.”