Ikea Targets Gamers With New Furniture Line

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Time spent playing video games has skyrocketed during the coronavirus pandemic and Ikea is banking on that continuing once stay-at-home protocols ease up.
The Swedish furniture brand has partnered up with the Republic of Gamers (ROG), a sub-brand of electronics giant Asus, to debut a line of furniture targeted specifically at gamers.
According to USA Today, the line of products will feature gaming chairs, desks, a wheeled drawer unit for holding all those important controllers, and even a ring light with a phone holder.
“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,” Ikea’s Ewa Rychert said in a statement. “We believe there’s a lot to be done to democratize the gaming experience.”
USA Today reports the gaming line launched in China last month and will debut in Japan in May. US gamers can expect the products to hit their nearest Ikea store in October.