DOOM Mowers

The world’s top tech talents might not put lawnmower brand Husqvarna at the top of their job search list—that is, until the company lured them in by making the beloved first-personshooter game Doom playable on their hero product.

Robotic lawnmower brand Husqvarna doesn’t have the obvious stature of big tech to lure the world’s top engineering talents to its ranks. So, it tried another route to grab their attention: gaming. For the 30th anniversary of beloved first-person shooter Doom, Husqvarna installed the game onto its lawnmowers, turning them into real consoles. The company released the software to the world, making the game playable for everyone, right there on their lawns. Even multi-player mode became possible for the first time ever on a non-gaming device. To connect more directly with promising talents IRL, the brand launched a Doom Mower Championship at DreamHack, the world’s largest gaming event, brimming with potential recruits for Husqvarna.