IKEA is known for its furniture and has now also made its mark in gaming. A new advertisement from the manufacturer offers various perspectives.
Most of you have probably been to an IKEA furniture store at least once. There, you can buy furniture and now also other items like food. However, for a few months now, IKEA has also discovered gamers. Together with ASUS, IKEA developed a gaming collection for players. This includes:
- a height-adjustable desk
- a pegboard with RGB lighting
- a mobile side table
- and a display case in the style of “Republic of Gamers,” ASUS’s gaming brand.
But IKEA has also discovered gamers as a target group beyond that. On a new advertising poster (spotted in downtown Munich), it looks as if gamers must expect a tough life.
Advertising for popular shelf represents the life path of a gamer
What kind of advertisement is this? In its current advertisement, the furniture giant promotes its Kallax shelf. It is one of the most well-known products because it can be used very flexibly.
In its latest advertisement, there are 3 Kallax shelves that look identical at first glance. They are labeled “In love, engaged, married.” However, upon closer inspection, one can see that the contents of the shelf change significantly:
- In the first shelf (In love), one can see a lot of nerdy stuff: a gaming headset, a VR headset, a console, and plenty of PS4 games.
- In the second shelf (engaged), some gaming accessories disappear and are replaced by flowers, glasses, and vases.
- In the third shelf, all gaming items are gone and are packed in a plastic box in front of the shelf. The shelf only contains flowers, vases, and a few books.
What does the advertisement want to tell us? IKEA could thus imply to the observer: Once you get married, the good times of gaming are over. The gaming items end up in the attic (or here in the moth box).
However, another interpretation of the advertisement is also possible: A Kallax shelf is modern in every life situation. Whether as a full-time gamer or later as a family, the shelf always has a place in everyday life – even if the memories of gaming eventually disappear into a box.
How good is IKEA in gaming? By the way, a YouTuber has also asked whether IKEA can really do gaming and tried out the new gaming collection from the furniture giant. You can find his experiences in the following article directly on MeinMMO:
