UPPSPEL Poster, cyberscape, 70x50 cm

IKEA teams up with passionate gamers

When you do something for the first time, it’s often a good idea to team up with a friend. That’s exactly what we did when we developed desks, chairs, storage and accessories for devoted PC gamers. We collaborated with ASUS Republic of Gamers (ROG), one of the world’s most recognised brands in the gaming community. Together we’re hoping to contribute to more victories and better gaming experiences at home.

“IKEA and ROG have much in common, we are two curious companies that want to understand the players and their needs”, says Ewa Rychert from IKEA.

Play to live. Live to play.

The cooperation gives an opportunity to bring together the best of two worlds for millions of gamers – a big chunk of the many people. “IKEA has a solid knowledge of life at home, and ROG are specialists in hardware and technology. Together we can inspire both the players and the ones they live with”, says YuCheng Chou, Global Partnerships Manager at ROG. Eva agrees and continues: “ROG gave us exclusive access to their world. During the development, we met with some of the players in their professional e-sport teams. It sparked several creative ideas that can make their everyday better”.

Play. Explore. Connect. Repeat.

Ewa points out that gaming is a great way to learn, explore and connect with other people. And many serious players exercise and eat like professional athletes to keep their edge. “No matter how good you are, you’re helped by solutions that make it more comfortable to sit for long sessions. We developed ergonomic and space-efficient furniture, and accessories that keep the gaming station neat and organised. When those things are in place, it becomes more fun to play, easier to focus, and more likely to perform on top.”