IKEA teams up with Republic of Gamers (ROG) to develop a new range of affordable gaming furniture and accessories to bring the gaming experience at home to a new level. The range consisting of about 30 products will be launched first in China in February 2021, and from October 2021 it will be available in other IKEA markets.
Around a fourth of global population are today estimated to be gamers, yet the needs of gaming lovers in terms of home furnishing have been so far overlooked in IKEA.
With the rapid growth of the gaming market across the world and fast growing number of people playing, IKEA is curious how they can profit from this. IKEA therefore teamed up with UNYQ and Area Academy in 2019.
This year they have added Republic of Gamers, to their collaboration partners.
Republic of Gamers (ROG) is one of the leading brands in the gaming industry, designing high quality, innovative hardware and gear for gamers.
By teaming up with ROG, IKEA wants to combine home furnishing knowledge with ROG’s expertise in creating exceptional gaming experience.
"Together, we set out to help the many gamers, and their families, welcome gaming home through developing the new range of affordable and ergonomic gaming furniture & accessories, designed to increase performance while also blend in beautifully to homes," stated IKEA.
The new gaming range is developed in IKEA Product Development Centre in China, Shanghai.
As a starting point for the product development process, IKEA and ROG designers and engineers had several workshops together with professional gamers and gaming lovers in Shanghai to explore home furnishing needs of gamers and identify the list of functions needed to secure a high quality gaming experience at home.
”Together with IKEA as an expert in home furnishing, we envision that this collaboration will create synergies that empower gamers to build the gaming space they have always imagined in the comfort of their own homes,” said Kris Huang, General Manager of ASUS Gaming Gear and Accessory Business Unit.
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