The play equipment receives dedicated furniture and a room

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Play furniture from Livart Haum (Hyundai Livart)

Gamers are fast becoming the latest demographic target in the retail industry as businesses rush to profit from a recent wave of video games.

Swedish furniture giant Ikea last week unveiled a line of furniture designed for gamers as part of a collaborative project with Republic of Gamers, a games-focused brand from a Taiwanese computer maker.

On shelves next month, the company said the new line including gaming desks, chairs and accessories aims to “democratize the gaming experience”, creating functional and affordable products.

“We believe there is a lot to be done to democratize the gaming experience,” says Ewa Rychert, global leader in workspaces at Ikea.

“Now we’re taking the first step in our gaming adventure, and we’re doing it by showcasing affordable, high-performance gaming products and end-to-end solutions that we hope reflect people’s personalities and tastes. “

The move marks an increase in PC gaming in recent years, which has been propelled in part by the pandemic.

When Level 4 social distancing rules first came into effect in and around Seoul, PC gaming-related products soared, according to South Korean e-commerce platform Tmon.

Between July 12 and September 12, when the measure was in place, sales of processors and memory increased 191% compared to the same period a year ago, while sales of motherboards and gaming laptops grew 96% and 80%.

Graphics cards also grew 51% in sales over the same period, according to platform data.

“As the COVID-19 pandemic continued, those who play home PC games, known as the ‘home gaming tribe’, have increased,” the e-commerce platform explained. .

“To play high-end games in the most optimized environment, more and more people are assembling their own PCs or investing in peripherals to create their own bang PC at home. “

The new range of play furniture from Ikea (Ikea)

The new range of play furniture from Ikea (Ikea)

PC bang refers to internet cafes in Korea where people often pay an hourly rate to play games with demanding hardware requirements.

As peripherals gain popularity, gaming monitors are also one of the fastest growing categories in the market, Tmon noted.

Hyundai Livart, a furniture brand owned by the Hyundai department store, also showcased a range of gaming furniture ranging from chairs, desks, shelves to computer accessories.

“Due to the coronavirus pandemic and working from home, people are spending more time on their computers, so furniture design takes that into account,” said a Hyundai Livart official.

“You use a big PC to play rather than a laptop. And that goes against the recent trend in refined office furniture. Play furniture, however, is the opposite in that it is sturdier and larger in size, ”the official added.

Last year, another Interpark e-commerce platform saw gaming-related products gain popularity.

Sales of laptops and desktops rose 65% between early November and December, while gaming chairs and desks climbed 667% during the same period.

The sales surge was propelled by a growing number of home gamers and those who work and study from home, the ecommerce platform said at the time.

By Yim Hyun-su ([email protected])


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