Microsoft is extending the Xbox brand beyond the screen. After venturing into the food and lifestyle industries, the gaming division has now announced a partnership with Swedish furniture store IKEA. Both companies have teased the joint project via social media. For the first time, players have the opportunity to outfit their living spaces with officially licensed console furniture and furnishings. The revelation has already generated a huge amount of interest in the community, as evidenced by tens of thousands of interactions in the immediate aftermath of the announcement.
The first teaser image released has already given fans a preview of what to expect from this series. The prototypes shown included a green pad in the shape of a control pad (D-Pad) and a side table that looked like an analog stick.
This isn’t IKEA’s first foray into gaming. The furniture giant has partnered with ASUS ROG in 2021, followed by a standalone Brännboll series in 2024. However, the partnership with Microsoft represents the first time furniture has been designed directly after a major console brand.
The full reveal event for the series will take place at Gamescom 2026. At Cologne, Xbox will dedicate a separate area to showcasing the first physical prototypes of the new furniture range, in addition to consoles for numerous upcoming games. Both companies are keeping specific details on pricing, product options or a specific release date for the series under wraps until an official announcement.
The campaign fits seamlessly with Microsoft’s changing marketing strategy under new management. The company no longer focuses solely on hardware sales, but is increasingly focusing on global brand influence and lifestyle collaborations. Whether the Xbox furniture caters to the tastes of the public or the tastes of die-hard fans will not be revealed until it is fully unveiled in Cologne.
