IKEA, in collaboration with Republic of Gamers (ROG), will launch its new gaming range in IKEA Singapore stores from 4 November 2021.
IKEA has a long history of developing smart home furnishing solutions, but gaming is an area it had yet to explore which led to the partnership with Republic of Gamers (ROG). ROG, an ASUS sub-brand, specializes in creating innovative hardware and gear for gamers. The new line is designed to create high-performing solutions for a gaming setup.
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, have 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.
Gamers can also stand a chance to win up to $2,999 in IKEA’s first-ever E-sports competition and is calling for all avid DOTA2 players to sign up.
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, the 2nd place will receive a $500 IKEA Gift Card, and the 3rd and 4th place will each receive a $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.