Retail in Asia


IKEA partners with Republic of Gamers on gaming collection

The furniture company IKEA showcased the latest gaming range at CGA eSports Stadium, launched early October in collaboration with ASUS Republic of Gamers, while kicking off the IKEA Gaming Zone pop-up.

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Embracing the ever-popular e-sporting lifestyle trend, IKEA, who has a long history of
developing smart home furnishing solutions, explore the area of gaming. The brand partnered with Republic of Gamers (ROG) who has an in-depth knowledge of the gaming industry. By combining the two, the collaboration aimed to democratise the gaming experience by creating functional and beautiful products at affordable prices and complete gaming solutions at home.

“The importance and versatility of our homes has increased significantly since the pandemic started nearly two years ago,” says Adrian Worth, Managing Director of Dairy Farm IKEA North Asia.

“Enabling gamers to fully enjoy life at home is consistent with our vision ‘To create a better everyday life’ and our gaming solutions benefit from the same democratic design qualities of form, function, quality, sustainability and all at a low price, as the rest of the IKEA range. I hope these additions to our offer help gamers everywhere, both serious and hobbyists, to enjoy their gaming even more,” continues Worth.

The IKEA gaming range targets PC gamers and comprises six product families; among them, UPPSPEL is designed in collaboration with ROG, while the others are inspired by the partnership. To IKEA, these solutions are not just for gamers; the simplicity and timelessness of the products can be used to create a setup that doubles as an office space. The durable and versatile designs meet the various needs of gamers and are set to become long-time favourites.

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Building the perfect gaming setup takes time; meanwhile, get inspired by IKEA’s gaming range at Hong Kong’s first admission-free ‘IKEA Gaming Zones’ at CGA eSports Stadium in Mong Kok and the Asus ROG Pro Shop at Golden Computer Centre in Sham Shui Po.

The zone features higher performing and best designed gaming products, along with ROG’s range. The stars of the showcase are the UTESPELARE gaming chair and the intricately designed UPPSPEL series, along with a selection of gaming accessories and home furnishing products.

To celebrate the milestone, the brand invited emerging singer Michael Cheung, dancer and ViuTV talent show King Maker III champion Ben Chiu, and King Maker IV major contestant Michelle Kwok to experience first-hand as e-sport enthusiasts and share their visions of an ideal game room setup as we explore ways to blend gaming into the home to make “Home, where the game begins”.