IKEA is partnering with Republic of Gamers (ROG) to produce a new line of gaming furniture. This range will primarily target PC gamers. The six product “families” include: HUVUDSPELARE, UTESPELARE, MATCHSPEL, GRUPPSPEL, UPPSPEL, and LÅNESPELARE. The UPPSPEL line is the only direct collaboration with ROG, with the others being designed based on insights gleaned from the first project.
There are over 30 products in the line, which include furniture and accessories like gaming chairs, desks, a drawer unit, a mug holder, a mouse bungee, a neck pillow, and a ring light, among others. Different “families” offer different items at differing price points.
For example, lower-end furniture in the HUVUDSPELARE lineup begins around $30, while the desk created in direct collaboration with ROG appears set to retail around $500 to $600.
The range launched at IKEA China January 29, 2021. IKEA Japan will see the products released in May 2021, and from October of the same year they’ll be available globally.
“Gamers globally know and love the ROG brand and they trust it to deliver the most exciting gaming innovations in the market,” said 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.”
“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% of gamers being female. We believe there’s a lot to be done to democratise the gaming experience,” said Ewa Rychert, Global Business Leader of Workspace, IKEA of Sweden.
Ewa Rychert goes on to note:
“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.”
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