Ikea x Asus ROG together for the gaming community

With a global community of 2,5 billion gamers, the market growth of those gaming-specific pieces of furniture and accessories is becoming a mouthwatering opportunity. An opportunity that Ikea wish to grab, in collaboration with Asus Republic of Gamers (ROG), ASUS division focused on the development of the most advanced hardware and software solutions in the gaming market.

The collaboration aims to create design products, functional and convenient, aimed at democratizing the gaming experience of gamers. The launch includes six product families, named the Ikea way: Huvudspelare, Utespelare, Matchspel, Gruppspel, Uppspel and Lånespelare, for a total of 30 pieces, combining furniture and accessories.

The Uppspel products were co-designed by Ikea and the ROG division, while the remaining product families were entirely designed by the Swedish giant, based on the skills and experiences acquired while working with ASUS, in order to offer attractive solutions, especially in terms of price.

The Uppspel desk is equipped with motor assisted height control, and featured by red LED display. The matte surface keeps light reflections to a minimum and features a cable management compartment on the back, while the front of the desk also incorporates a USB charging port.

Other product families include furniture and gaming accessories such as drawer units, a wall mounting system, a wheeled desktop PC holder, a headphone holder, a mouse cord clip, a cup holder down to a pillow specially designed to warm gamers’ hands.

The entire Ikea x Asus ROG collection has just launched in China, while in Japan it will be available in May. Europe and the rest of the world will have to wait until October 2021 .


About Paolo Lucci

Branding and licensing specialist, Brand Jam's founder and heartful promoter.