IKEA Israel and XBOX Launch Gaming Collection with AR Store Game
IKEA Israel is launching the YXSTABY gaming collection in collaboration with XBOX, featuring an augmented reality store game where top scorers join elite Israeli gamers in a special tournament.
The Swedish furniture giant IKEA is launching an unusual marketing campaign in Israel, combining home design with the gaming world to appeal to new and younger audiences. Ahead of the launch of YXSTABY, a new gaming collection born from an intriguing collaboration with console giant XBOX by Microsoft, the chain is turning its stores into a virtual gaming arena based on augmented reality technology.
The Virtual Controller Hunt
The innovative campaign, titled "Where is the Controller?", was born from an insight every gamer knows well: the moment you want to start playing, only to find the missing controller has vanished into the living room or bedroom. IKEA, which has made home organization its trademark, turned this familiar situation into an interactive game for its customers. Between October 18 and 22, store visitors are invited to search for virtual controllers scattered across the branches, participate in tasks and challenges on their smartphones, and accumulate points.
Tournament and Star-Studded Finals
Beyond the upgraded shopping experience in the store, the activity offers a particularly significant incentive for gaming enthusiasts. The 50 participants who accumulate the highest scores will win an entry ticket to a festive and exceptional grand finale event. The winners will get to participate in a tournament and play alongside a team of leading and beloved Israeli gamers and content creators.
"The YXSTABY collection is designed to naturally bring the gaming world into everyday home life in a stylish way, even when the screen turns off."
Collection Highlights and Pricing
The collection items draw clear design inspiration from the familiar XBOX game controller and incorporate it in surprising ways into furniture. For example, the famous directional button serves as both a comfortable pillow and a decorative stainless steel plate. Additionally, the collection offers a joystick-shaped stool designed for seating and a display box with mirrors. The festive gaming week will take place in all IKEA stores across the country for five days from October 18 to 22.
