IKEA and Xbox have partnered to launch YXSTABY, a nine-piece collection designed to better integrate gaming into everyday life at home. Developed through a close collaboration between the two brands, the range includes versatile furniture and accessories that support gaming across shared living spaces, from mobile TV stands and monitor risers to storage solutions for controllers, cables and gaming equipment. The collection is designed to make gaming setups easier to use and put away, reflecting the reality that gaming increasingly takes place alongside other daily activities in multifunctional spaces.

The collaboration highlights the growing recognition of gaming as a mainstream lifestyle behaviour rather than a niche hobby. As gaming becomes increasingly embedded in daily life, brands are moving away from dedicated “gamer” spaces and instead designing products that seamlessly fit into shared homes and family environments. The partnership also demonstrates how brands can tap into gaming culture through practical innovation, creating products that solve real consumer needs while expanding relevance among a large and highly engaged audience.