IKEA puts gaming first!

Paying heed to the needs of 2.5 billion gamers around the world, and from a life-at-home perspective, IKEA has launched a range of gaming chairs in China and Japan, before rolling out in other markets by October this year.

With an ever-increasing number of gamers worldwide and a rapidly growing market, getting into gaming was a natural step for IKEA. To contribute to a better everyday life for all gamers, IKEA partnered with ROG (Republic of Gamers), an ASUS sub-brand, keeping the leading position in gaming industry and designing high quality, innovative hardware and gear for gamers.

ROG has in-depth knowledge of the gaming industry and wants to find new ways to make gaming blend into the home. Combining the best of both worlds, the collaboration aimed to create relevant, functional, beautiful and affordable products.

The new gaming range will target PC gamers and include six product families: HuvudSpelare, UteSpelare, MatchSpel, GruppSpel, UppSpel and LaneSpelare.

The new gaming range includes more than 30 products, covering both furniture (gaming desks and chairs, a drawer unit) and accessories such as a mug holder, a mouse bungee, a neck pillow, a ring light and many more.

Each product family offers a gaming desk and a chair of different price range to meet the needs of different target groups.

“The needs of billions of gamers around the globe are very diverse, whereas the existing offer is rather technical and often perceived as masculine design-wise, despite around 46% of gamers being female,” says Ewa Rychert, Global Business Leader of Workspace, IKEA.

“We believe there’s a lot to be done to democratise the gaming experience. We do it by presenting affordable, high-performing gaming products and complete solutions that we hope reflect people’s personality and taste,” she said.



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