Video games are becoming increasingly popular among older generations, and IKEA is tapping into this expanding market with its latest collection of gaming products. Even better? It has chosen an unconventional influencer to help promote it.
New research reveals that over seven million people aged 55 and older in the UK are regular gamers, while the average person in the country engages in gaming more than five times a week. To cater to this diverse audience, IKEA has launched the BRÄNNBOLL collection—20 pieces of furniture and accessories designed to meet the modern gamer’s needs. And who better to introduce it than Cath Bowie, aka ‘Grumpygran1948’. a Twitch streamer who has been challenging the norms of the gaming community.
Bowie’s journey began in 2017 when her grandson introduced her to gaming. It quickly became a passion, leading her to start streaming online. Despite initial doubts, her warm personality and commitment to building an inclusive community soon attracted a loyal following on Twitch. This year, Cath reached a significant milestone, becoming a Twitch partner and monetising her content. Her story exemplifies how the gaming landscape is evolving beyond the stereotype of teenage boys in their bedrooms.
Credit: Roddy Mackay / IKEA
IKEA’s research supports this shift, showing that outdated perceptions about gaming are due for an update. Almost half of gamers in the UK are now female, yet public opinion still leans toward viewing gaming as male-dominated. Additionally, gaming has emerged as a social connector: over half of parents and a third of grandparents see it as a meaningful way to bond across generations. This aligns with the lifestyle-driven design of the BRÄNNBOLL range, which aims to enhance the gaming experience while fitting seamlessly into everyday home life.
So, what can you expect in the new collection? There’s ergonomic furniture, smart storage solutions, and stylish accessories that prioritise comfort and aesthetics. Cath Bowie, who tested and used the products, is featured in IKEA’s campaign film, reinforcing the brand’s message that gaming is for everyone. According to IKEA Core Area Manager for Gaming, Rebecca Deakin, “Our research revealed what we already knew – gaming is a shared experience for everyone. It brings people together across a broad spectrum, all with evolving needs, which is the spirit behind the new collection.”
The rise of ‘casual players’ also signals a change in gaming habits, with 72% of gamers identifying as such rather than ‘hardcore enthusiasts’. More gamers are focusing on their setups, too, with two in five valuing the aesthetics of their gaming space, while nearly a third are more inclined to invest in upgrading their gaming area than spending on a holiday.
Credit: Roddy Mackay / IKEA
IKEA’s approach recognises the role gaming plays in today’s lifestyle; as Philip Dilé, product design developer of the collection, explains: “Gaming has become a natural part of everyday life, evolving across different devices and spaces in the home. [The range] reflects this change, offering versatile furniture that adapts to how people live and game today, no matter their age or background.”
As for Cath, she couldn’t be more thrilled to represent the new collection. “Ever since I picked up a controller, I’ve loved gaming, and I’m excited to be a part of this campaign with IKEA,” she shares. “I want to show people that gaming is not just for kids or young adults; it’s a hobby that can be enjoyed at any age.”
IKEA’s BRÄNNBOLL range, which includes items such as the gaming lounge chair, inflatable lounge chair, and throws, is now available in stores and online.
Credit: Roddy Mackay / IKEA