Home furnishing giant Ikea is tapping into the gaming market with a new gaming range in collaboration with Asus Republic of Gamers (ROG).
The range features more than 30 products, including furniture such as gaming desks and chairs, and accessories such as a mug holder, a mouse bungee, neck pillow and a ring light.
Products are categorised in families – or groups – which were developed by Ikea based on the insights and knowledge gained from the ROG to ensure the width of the total gaming offer and to meet the various needs of Ikea customers in terms of function, design and price.
“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,” said Kris Huang, GM of the Asus gaming gear and accessory business unit.
The gaming range has already been launched at Ikea China and is scheduled for Japan in May and other markets in October.
“The needs of millions of gamers around the globe are very diverse, whereas the existing offer is rather technical and often perceived as masculine design-wise,” said Ewa Rychert, global business leader of workspace at Ikea of Sweden.
“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”.