IKEA has announced it’s teaming up with ASUS Republic of Gamers (ROG) to develop a new range of affordable gaming furniture and accessories.
There are around 2.5 billion gamers around the world today, however, IKEA believes their needs “in terms of home furnishing have been so far overlooked.” The gaming market is growing rapidly, so to capitalize on this, the Swedish furniture and appliance giant is teaming up with Republic of Gamers (ROG) to develop a new range of affordable gaming furniture and accessories consisting of around 30 products.
The range will be launched first in China – in February 2021 – and from October 2021 it will also be available in other IKEA markets. Last year, IKEA teamed up with UNYQ and Area Academy to start exploring the world of gaming, but is now taking this exploration to the next level.
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Republic of Gamers (ROG) is currently one of the world’s leading gaming industry brands, creating high quality, innovative hardware and gear for gamers, and IKEA wants to combine its home furnishing experience with ROG’s knowledge of the gaming industry to create an “exceptional gaming experience.” The whole idea is to “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.”
The new gaming range developed in partnership with ROG will be created at the IKEA Product Development Centre in China, Shanghai. To begin the product development process, IKEA and ROG designers and engineers conducted several workshops together with professional gamers and gaming lovers to explore the needs of gamers and identify the functions that they need for a high quality gaming experience.
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“There are a lot of existing conventions about gaming which are often stereotypical or negative, for example, all the games are built on violence, gaming is asocial and it is predominantly a men’s activity,” explains Ewa Rychert, Global Business Leader of Workspace at IKEA. “In fact, figures show that gaming is among the most truly cross-demographic activities, and it can improve an individual’s mental health and general well-being. It’s a source of relaxation, independence, fun; through gaming, people develop skills within problem solving, teamwork and communication. Playing games also provides a new way of connecting with others which has become even more important recently to feel connected remotely.”