ASUS Republic of Gamers (ROG) today announced a partnership with global home-furnishings giant IKEA that will see the development of a new and exclusive range of gaming-furniture solutions designed to level up gaming experiences in the home — and inspire players to discover new and exciting ways to embrace their gaming lifestyle.
With an estimated 2.5-billion gamers around the world, interest in gaming has never been higher. The number of players continues to grow, and the demographic makeup of the player community is becoming ever more diverse. Recognizing that interest in gaming now extends to all family members and all rooms, ROG and IKEA have decided to combine their world-class and complementary design expertise to create products that make gaming at home more comfortable and more fun.
The first fruits of this unique collaboration will be available to consumers in China as early as February 2021, with the collection expanding to serve other markets by October 2021.
“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.”
“With the rapid growth of gaming market across the world and a fast growing number of people playing, IKEA is curious about how home furnishing could improve the gaming experience and life around it,” said Ewa Rychert, Global Business Leader of Workspace, IKEA. “By teaming up with ROG, IKEA wants to combine home furnishing knowledge with ROG’s expertise in creating exceptional gaming experiences. Together, we set out to help the many gamers, and their families, welcome gaming home through developing a new range of affordable and ergonomic gaming furniture and accessories, designed to increase performance while also blending in beautifully to homes.”
ROG and IKEA: The perfect partnership of world-class gaming and home-furnishing expertise
ROG is the world’s leading PC-gaming brand and has built a strong reputation in the gaming community as being both a listener and an innovator. We play so that we learn how to make gaming better.
Driven by the many avid gamers throughout its own ranks, ROG is devoted to creating hardware and software solutions that both excite and delight gamers, from desktop and laptop PCs to console and mobile devices. We thrive on feedback, taking onboard the views of the thriving ROG community and using these invaluable insights to evolve each new generation of ROG hardware and software. In recent years, we’ve extended this commitment to achieving gaming nirvana to however and wherever players seek their enjoyment — with the home being a significant arena for any dedicated gamer.
For IKEA, its achievements in shaping and serving the home-furnishings market globally hardly need any introduction. The company’s expertise in creating functional and attractive furniture and designs that express people’s individual tastes is a peerless complement to ROG’s gaming prowess.
ROG welcomes gamers home: Holistic gaming ecosystem for dream gaming spaces
ROG understands the importance of creating a holistic ecosystem that enables gamers to build their dream gaming space. With this in mind, we are continually imagining new ways to improve spatial awareness and create more immersive gaming experiences. However, ROG engineers are gamers first — not furniture designers. So, when we decided that we wanted to help gamers weave their passion into the very fabric of their homes it was clear that we’d need a partner. IKEA was the clear and obvious choice.
We held a series of workshops with both ROG and IKEA product designers, gamers and esports champions to identify how to create the best gaming experiences at home with maximum comfort. These workshops included many face-to-face discussions and virtual meetings, and involved leading designers located at the IKEA Product Development Centre (Shanghai) and ASUS Design Centre (Taipei and Shanghai), and amounted to many hundreds of hours of ideation, design, development, testing, experiment and modifications.
As a result of this tireless work, ROG in conjunction with IKEA will be ready to roll outs its all-new range of home furnishings to help gamers starting February 2021 in China.
A new battleground: Finding fun ways to secure more victories, from bedroom to basement
Imagining and creating gaming-furniture solutions for the home is new territory for both ROG and IKEA. From this deep collaboration we seek to learn from each other’s expertise, experience and ways of doing things, and exploit the synergies that we discover. The ultimate goal is to create a whole new category of gamer-friendly gear and home furnishing solutions to empower everyone, from novice gamers to hardcore players, to create their dream gaming spaces.
It is said that the home is where the heart is — but it is also the heart of gaming for many of today’s most devoted players. By continuing to engage with the fiercely loyal ROG community, and by collaborating with the home-furnishing specialists at IKEA, we hope to find new ways for ROG gamers to play and succeed in every space in the home.