IKEA is launching a new range of affordable, high-performing gaming products as it looks to target 2.5 billion gamers around the world.
'At IKEA, we know a lot about smart home furnishing solutions, but we are novices at gaming,' explains the Swedish furniture retailer. Now they plan to cater for a 'diverse group united by their love of e-sports and gaming', which according to IKEA, is 'an overlooked group from a life-at-home perspective'.
IKEA plans to change that with its first gaming range which has been developed in collaboration with Republic of Gamers (ROG), an ASUS sub-brand with a leading position in the gaming industry.
The collaboration was first announced in September, but IKEA has now shared a first look at the range. Targeting PC gamers, there will be more than 30 products covering both furniture – gaming desks and chairs, a drawer unit – and accessories – a mug holder, a mouse bungee, a neck pillow, a ring light and many more.
The six product families are HUVUDSPELARE, UTESPELARE, MATCHSPEL, GRUPPSPEL, UPPSPEL and LÅNESPELARE.
The aim of the collaboration is simple: to find new ways to make gaming blend into the home. The range aims to democratise the gaming experience by 'creating relevant, functional, beautiful and affordable products and complete gaming solutions to make it easier for everyone to create the setup and the home they want'.
Ewa Rychert, Global Business Leader of Workspace, IKEA of Sweden, comments: '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 per cent of gamers being female. We believe there’s a lot to be done to democratise the gaming experience.
'Now we take the first step on our gaming journey, and we do it by presenting affordable, high-performing gaming products and complete solutions that we hope reflect people’s personality and taste.'
Having already launched at IKEA China, the range will be available from May 2021 at IKEA Japan, and globally from October 2021.
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