IKEA made a collaboration with the Republic of Gamers from Asus, and they have launched their product line for gaming.

1. IKEA &ROG
Gaming Furniture
Launching
Polina Niebolsina
168928182
MRK 634 SDD
Professor Adam Sykes

2. TABLE OF CONTENTS
1. IKEA as brand description
2. IKEA launching a Gaming Product Line
3. Third party reaction to the news and campaign
4. Personal opinion IKEA & ROG

3. BRAND DESCRIPTION
IKEA is a multinational conglomerate
that designs and sells ready-to-
assemble furniture, kitchen
appliances and home accessories,
among other goods and home
services for affordable prices.
The company's product names are all
one word. Most of the names are of
Swedish origin, thus making their
brand even more unique in
customers' eyes.
They also have a separate cafeteria
section where they sell food. The
company earns about $ 2 billion
annually from food. (Miner)
Photo by Jack Mikkel Revheim on Dreamstime.com
Photo by Valentino Visentini on Dreamstime.com

4. NEW GAMING FURNITURE
In collaboration with Republic of
Gamers (ROG) from Asus, IKEA has
decided to launch its product line for
gaming.
This line includes everything that a
professional needs: from a table with
a chair to a phone holder for filming
- 30 products in total that will be
affordable for everyone. (IKEA)

5. NEW GAMING FURNITURE
They decided to provide maximum comfort for the
buyers. So, they made:
• Desks in two sizes with the ability to adjust for
each person
• Chair features include a flexible headrest,
adjustable armrests, integrated lumbar supports,
and a mesh back for airflow.
The gaming line
is already
available in IKEA
Canada since
October 2021.
Photo by Ikea.com on Ikea.com
Photo
by
Ikea.com
on
Ikea.com

6. WORLD REACTIONS
As soon as IKEA released that product line, people
worldwide began to discuss it on social media actively.
Thus, On Twitter, people
who brought IKEA Gaming
goods have started to
share their pictures. While
on Instagram, hashtag
#ikeagamingdesk became
viral, and people post their
rooms with furniture from
the new collection.

7. In the videos, people buy
furniture, and tell their
opinions, comparing it with
other furniture from IKEA.
Others record videos with
their first impressions of
this furniture while still in
stores.
Videos on how to assemble
such furniture are getting
viral, too.
YouTube is also full of content about IKEA & ROG furniture.

8. THOUGHTS
I enjoy playing computer games. And having comfy gaming equipment/furniture is
important to me.
Even though many other companies specializing in producing gaming furniture and the
market is full of competitors, I think IKEA’s collaboration with ROG and their launch was a
good decision. And here is why:
IKEA & ROG
1. It is less expensive than in specialized companies. As a result, a larger audience can now buy
practical and more affordable gaming furniture.
2. Many people do not use streaming and gaming to make money but play for the soul.
Therefore, they do not require branded or expensive equipment, but rather something comfy
and reliable.

9. THOUGHTS
IKEA & ROG
1. IKEA's target market can expand as they will cover the new target group-gamers.
2. I care about the environment and so many people around the world. So. IKEA has a massive
advantage as all their products are recyclable, while specialized companies don't use eco-
friendly and sustainable materials.
3. But there are some disadvantages, such as poor quality. Gaming-oriented companies use
much expensive and more high-quality materials, while IKEA's products are less qualitative.

10. CITATION
IKEA & ROG
IKEA. “Gaming Furniture.” IKEA, https://www.ikea.com/ca/en/cat/gaming-furniture-55002/.
Miner, Karen. “The Untold Truth Of The IKEA Food Court.” Mashed.com, Mashed, 6 Aug. 2021, https://www.mashed.com/125562/the-untold-truth-of-the-ikea-food-court/.
Porter, Jon. “Ikea's Gaming Range Launches Globally next Month.” The Verge, The Verge, 17 Sept. 2021, https://www.theverge.com/2021/9/17/22679118/ikeas-gaming-
range-october-release-date-chairs-furniture-desks.