The new gaming range developed by IKEA in collaboration with Republic of Gamers (ROG) will launch in IKEA Ireland from 1st October, 2021. The stylish new furniture range puts gaming first and has been designed with gamers’ performance front of mind.
IKEA has a long history of developing smart home furnishing solutions and exploring how to improve life at home for the many people. With a rapidly growing gaming market and an ever-increasing number of gamers, IKEA set out to explore how to produce more ergonomic and functional solutions for a better, faster, and more successful gaming experience.
For the first in the series of IKEA’s new gaming range, IKEA partnered with ROG, an ASUS sub-brand, dedicated to creating the world’s best gaming hardware and software.
As one of the leading brands in the gaming industry, ROG design high quality, innovative hardware, and gear for gamers. By teaming up together, IKEA combine their home furnishing expertise with ROG’s deep understanding of gamer’s needs and knowledge of creating an exceptional gaming experience.
The complete range will target PC gamers and include six product families: UPPSPEL, LÅNESPELARE, MATCHSPEL, GRUPPSPEL, UTESPELARE and HUVUDSPELARE. The first, UPPSPEL, is designed in close collaboration with ROG, with the rest of series solely designed by IKEA. The UPPSPEL range includes a gaming desk, storage unit, pegboard & accessories, display cabinet and CPU stand with castors, priced between from €5 to €379
The subsequent product families were created using the insights and knowledge gained from the ROG partnership, ensuring the whole breadth of IKEA’s new gaming offering met the needs of the gamer; in particular, with regards to high performance, design, and price.
In total, the new gaming range includes more than 30 products, covering both furniture (gaming desks, chairs, and a drawer unit) and accessories (a mug holder, a mouse bungee, a neck pillow, headset/accessory stands, mouse/floor pads, a ring light and many more.) The new range offers gaming desks and chairs of varying price ranges to meet different target groups’ needs.
“We know a lot about gamer needs, pain points and expectations, and we want to design solutions for ultimate, immersive gaming experiences”, says designer at Republic of Gamers, Johnny Chan.
Driven by relentless innovation, the new range offers gamers a high-performing solution to home gaming setups, with performance and functionality at the heart of the design. The collaboration aims to provide relevant, functional, stylish, and affordable products allowing everyone to create their desired gaming setups within the home.
“Gamers globally know and love the ROG brand, and they trust it to deliver the most exciting gaming innovations in the market”, says Kris Huang, General Manager of the ASUS Gaming Gear and Accessory Business Unit. “Our new partnership with the experts at IKEA will allow ROG to find new and interesting ways to delight gamers in and around the home”.
“We believe there’s a lot to be done to democratise the gaming experience”, says Global Business Leader of Workspaces, IKEA of Sweden, Ewa Rychert. “We’ve taken the first step on our gaming journey, and have done it by offering consumers affordable, high-performing gaming products and complete home solutions that we hope reflect people’s personality and taste”.