Under the pandemic, IKEA reveals its first gaming furniture range in China and global consumers can have it from October onwards.
IKEA launched its new gaming range in Shanghai, China on January 29, entering the ever-growing global gaming market.
Partnering with the Republic of Gamers (ROG), one of the leading gaming hardware makers, IKEA’s crossover lineup consists of over 30 products covering gaming furniture, such as gaming chairs and desks, to accessories like mouse mats and ring lights.
“With an ever-increasing number of gamers worldwide and a rapidly growing market, getting into gaming was a natural step for Ikea,” the company said in the announcement.
It seems like good timing for IKEA. While many brick-and-mortar industries suffer or even collapse during the pandemic, the gaming and e-sports markets are, by contrast, thriving. When people have to spend more time at home, gaming is safe entertainment to kill time, especially during lockdown.
The gaming market is booming compared with 2019. In China, the annual number of gamers has increased by 3.7%, reaching about 660 million, and actual sales revenue has increased by more than 20%, reaching about RMB 278 billion in 2020 according to the 2020 China Game Industry Report. Globally, the entire worldwide gaming market is projected to grow to US$2.2 trillion by 2021.
To IKEA, it is a global market with 2.5 billion potential customers for its new gaming-related furniture. From the Swedish industry giant’s perspective, it is “an overlooked group from a life-at-home perspective,” where its business opportunities come from.
“The needs of billions of gamers around the globe are very diverse, whereas the existing offer is rather technical and often perceived as masculine design-wise, despite around 46% of gamers being female. We believe there’s a lot to be done to democratise the gaming experience,” says Ewa Rychert, Global Business Leader of Workspace, IKEA of Sweden.
IKEA is not the first furniture maker showing ambition to attract gamers. In July 2020, Herman Miller, an American company known for its luxury chairs, launched a gaming chair in collaboration with Logitech G, a tech company with expertise in gaming hardware. However, £1,195.00 for a single chair may not be that affordable for many gamers.
Consumers might feel relieved to see that IKEA’s gaming range remains in its traditional affordable pricing. The three gaming chairs released this time are priced at ¥999.00 (around £110), ¥699.00 (around £77), and ¥299.00 (around £33).
An accessory stand that can protect your precious cables and headsets while keeping your desk tidy costs ¥129.00 (around £14).
The Swedish furniture chain giant announced the new gaming range will be available at IKEA Japan from May, and worldwide sales will start in October 2021.