Currys has launched its first-ever gaming experience ‘Trash Tycoon’ created in Fortnite, in a bid to tackle the UK’s mounting e-waste crisis.

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.