IKEA is famed for making affordable but stylish furniture. Today, the Swedish homewares giant announced they would be partnering with ASUS’ gaming division, 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.
Tapping Into Gaming
Believe it or not, gaming is still very much a growing industry. With about a quarter of the world’s population now considering themselves to be gamers, IKEA has noticed there is some unfed demand for gaming setups. It’s a genius move to target professional streamers and casual hobbyists alike, both often somewhat rich with disposable income. The “Twitch generation” is used to subscription models and in chasing down a tidy gaming setup, may turn to things like LIFX smart lights to up their visual game. IKEA claims to be “curious about how home furnishing could improve gaming experience and life around it” but the real brass tacks here is that they’re eager to tap into a rich market.
That’s no bad thing because I believe there’s a tonne of games out there eager to see what IKEA brings to the gaming table.
It’s dangerous to go alone in the world of gaming. Get something wrong and your best-laid plans will simply fall flat on their face. That’s why IKEA will partner with ASUS’ Republic of Gamers. Together the companies will launch a series of products designed specifically for the gamers to bring improved comfort and gaming experience. Instead of the gaming setup being something relegated to “the gaming cave”, IKEA and ROG hope to “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”.
Personally, I don’t think this will just be individual units. IKEA could go down a similar route of their bespoke kitchen designs. This would definitely achieve the goal of building a gaming setup into your home.
When Does IKEA And ROG Partnership Launch In Ireland?
It’s all well and good, but I’m afraid you won’t be getting this range in Ireland any time soon. The new gaming range is developed in IKEA Product Development Centre in China, Shanghai and this is also where the new range will launch. This Chinese launch takes place in February 2021 with the rest of the world following in October 2021. This range is set to include about 30 items and I’m almost certain it will strike a chord with gamers nationwide when it lands.