SINGAPORE, 29 October 2021
Furniture that puts gaming first – The new gaming range developed by IKEA in collaboration with Republic of Gamers (ROG) will launch in IKEA Singapore stores from 4 November 2021. With the new IKEA gaming range, it’s easy to create complete personalised solutions that will blend beautifully into the home and help increase your gaming performance.
Home is intertwined with our everyday lives. It’s a safe haven to decompress, unwind, and enjoy – and for many, gaming is a huge part of it. With an ever-increasing number of gamers – around 2.5 billion worldwide – and a rapidly growing market, getting into gaming was a natural step for IKEA, aiming to enhance the simple moments to create a better life at home for the many people.
At IKEA, we have a long history of developing smart home furnishing solutions, but gaming is an area we had yet to explore. To create high-performing solutions for a gaming setup, IKEA partnered with a real expert in the world of gaming – Republic of Gamers (ROG). ROG, an ASUS sub-brand, keeps the leading position in the gaming industry and designs high quality, innovative hardware and gear for gamers. ROG has in-depth knowledge of the gaming industry and wants to find new ways to blend gaming into the home. Combining the best of these two worlds, the collaboration aimed to democratise the gaming experience by creating relevant, functional, beautiful, and affordable products and complete gaming solutions to make it easier for everyone to create the desired gaming setup.
“Gamers globally know and love the ROG brand, and they trust it to deliver the most exciting gaming innovations in the market”, says 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”.
”We believe there’s a lot to be done to democratise the gaming experience”, says Ewa Rychert, Global Business Leader of Workspace, 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”.
The new gaming range will target PC gamers and include six product families: UPPSPEL, LÅNESPELARE, MATCHSPEL, GRUPPSPEL, UTESPELARE and HUVUDSPELARE.
IKEA and ROG, in close collaboration, has designed all UPPSPEL products. The rest of the series has been developed by IKEA based on the insights and knowledge gained from the collaboration to ensure the width of the total gaming offer and meet the various needs of gamers in terms of function, design, and price.
“We know a lot about gamer needs, pain points and expectations, and we want to design solutions for ultimate, immersive gaming experiences”, says Johnny Chan, designer at Republic of Gamers.
In total, the new gaming range includes more than 30 products, covering both furniture – gaming desks and chairs, a drawer unit – and accessories – a mug holder, a mouse bungee, a neck pillow, a ring light, and many more. The new range offers gaming desks and chairs of different price ranges to meet different target groups’ needs.
“We want our products to offer better ergonomics and functions so that gamers can become even better at what they do without wearing out their bodies – become better athletes, basically”, says IKEA designer Jon Karlsson.
Stand a chance to win up to $2,999* in IKEA’s first ever E-sports competition
IKEA Singapore is organising its first ever E-sports competition and calling for all avid DOTA2 players to sign up. Compete in the first ever IKEA E-sports competition and snag the new IKEA Gaming Range, Republic of Gamers (ROG) products and more.
Interested participants can choose to sign up from the Professional or Casual category.
• Professional Category – For gamers with MMR 3360 and above.
One winner will stand to win a $2,000 IKEA Gift card and a ROG Strix XG17AHP Portable Gaming Monitor (worth $999).
• Casual Category – For gamers with MMR 3359 and below.
One winner will stand to win a $1,000 IKEA Gift card and a set of ROG Claymore II Wireless Keyboard and ROG Gladius III Wireless Mouse (worth $618).
• For each category:
o 2nd place will receive $500 IKEA Gift Card
o 3rd and 4th place will each receive $300 IKEA Gift Card
Registration is open from 4 – 15 November 2021. Qualifiers will be held online and Finals (Top 16 players per category) will be held in IKEA Tampines on 20 November 2021.
Join the watch party! Catch the Finals live on IKEA Singapore’s Facebook page or at all IKEA stores on 20 November 2021. Plus, stand to win exclusive prizes in exciting store activities, including limited-edition tote bags, special food deals, and more!
*Competition terms and conditions apply. Find out more at IKEA.sg/gaming from 4 November 2021.