Ikea enters the gaming business at the Tokyo Game Show

Some of the usual suspects were on the event floor for a very small Tokyo Game Show this year. Sega was there to show off some of their titles just like Konami, Koei Tecmo, SNK and even Ikea. Wait, what was that last one?

That’s right, the Swedish furniture maker was on the floor of Makuhari Messe in Chiba Prefecture this year, nestled among companies showcasing titles designed for the latest video game consoles, PCs, and virtual reality setups.

While Ikea isn’t set to rub shoulders with Sony, Microsoft or Nintendo any time soon, the company is looking to carve out a niche in the gaming world with a line of products aimed at gamers and has seen TGS like a good place to enter.

“There isn’t really a natural connection between Ikea and games, so we thought it was a good opportunity,” said Shingo Ujino, a member of the company’s communications team.

The Ikea booth at TGS featured desks, various gaming chairs and other accessories.

“Our vision is to create a better everyday life for a lot of people, and a lot of people are playing games now, and the time they are playing is getting longer,” Ujino said. “So there is huge potential for us to join the gaming business.”

Wooden game hands are on display at the Ikea booth at the Tokyo Game Show 2021. | JASON COSKREY

The company has teamed up with Republic Of Gamers, an offshoot of computer hardware company ASUS that focuses on creating products for gaming.

“We didn’t have any information on the needs of the gamers, so we decided to work with the Republic of Gamers,” Ujino said.

Gaming furniture has been a staple at TGS for the past few years, with brands like AKRacing setting up booths at the normally huge annual gaming fair.

This is the first year that Ikea has participated in it.

As the Ikea range shown at TGS is marketed to gamers, the COVID-19 pandemic presented a new path as many people started working from home and viewed gaming chairs and other gaming furniture as ideal for home office setups.

“Gaming chair sales have been really good, better than our expectations,” Ujino said. “The main reason people bought this stuff was for telecommuting purposes. “

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