IKEA teams up with ASOS 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.
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The range consisting of about 30 products will be launched first in China in February 2021, and from October 2021 it will be available in other IKEA markets.
ASOS Republic of Gamers (ROG) is one of the leading brands in gaming industry, designing high quality, innovative hardware and gear for gamers. By teaming up with ROG, IKEA wants to combine home furnishing knowledge with ROG’s expertise in creating exceptional gaming experience.
The new gaming range is developed in IKEA Product Development Centre in China, Shanghai. As a starting point for the product development process, IKEA and ROG designers and engineers had several workshops together with professional gamers and gaming lovers in Shanghai to explore home furnishing needs of gamers and identify the list of functions needed to secure a high quality gaming experience at home.
Ewa Rychert, Global Business Leader of Workspace, said: “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. 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 is 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. We hope that the new gaming range will help to embrace and enable the benefits of gaming in life at home.”
“ROG is thrilled to be partnering with IKEA to create the ultimate gaming lifestyle for gamers. Gamers have always dreamed of the perfect gaming space that is both comfortably functional and enables full immersion in games. With years of experience delivering innovative gaming solutions to gamers, ROG has a strong understanding of the gaming community. Together with IKEA as an expert in home furnishing, we envision that this collaboration will create synergies that empower gamers to build the gaming space they have always imagined in the comfort of their own homes,” said Kris Huang, General Manager of ASUS Gaming Gear and Accessory Business Unit.