IKEA is known for affordable furniture. ASUS ROG is known for high-end gaming computers and peripherals. Bring the two brands together and you’ve got affordable gaming furniture. At least that’s the goal of the new partnership just launched by the two companies.
The Swedish home furnishing company already entered the market with a smart home division of furniture (gaming desks, smart lamps), gadgets (wireless dimmers, wireless speakers), and even an IKEA AR app so you can see how furniture will look in your home. The company proved it can adapt to the growing desire of consumers for smart home furnishing, including affordable gaming furniture.
ASUS has been in the computer hardware business since 1989. Based in Taipei, Taiwan, ASUS is the sixth biggest PC maker in the world. ASUS launched the Republic of Gamers (ROG) division in 2006 to focus on the gaming market. In addition to gaming PC and laptops, ROG sells peripherals geared for gamers including keyboards, mice, controllers, etc.
The most relatable product for this partnership is a high-end gamer chair. The ASUS ROG Chariot RGB gaming chair retails for $799, so it definitely doesn’t fit in the “affordable gaming furniture” segment.
GAMING IS GOOD FOR BUSINESS
A good gaming chair and desk can be very expensive investments. It looks like IKEA sees an opportunity to steal market share from other gaming furniture manufacturers. We see a lot of upside for gamers. IKEA has a solid reputation for cheap, but decent furniture. By working with ASUS (who currently sees gaming chairs as a single product), IKEA can expand the offerings with good gaming furniture and build loyalty with the gaming community.
“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” said Ewa Rychert, IKEA’s Global Business Leader of Workspace. “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,” says Kris Huang, General Manager of ASUS Gaming Gear and Accessory Business Unit. “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.”
PRODUCTS AND RELEASE DATES
We don’t have details on all products to be offered as part of the partnership between IKEA and ASUS ROG, but there will be an initial launch of 30 products. Certainly gaming desks and chairs will be part of the initial offering. However, it’s doubtful all 30 of the products will be desks and chairs. It’s likely IKEA will offer various add-ons for desks so gamers can customize to their liking.
The IKEA/ROG gaming line will launch in China in February 2021. The products will begin availability in the United States and other regions in October 2021.
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