IKEA Atlanta Hosts Groundbreaking In-Store Tekken Tournament

A unique event unfolded on October 28, 2025, when IKEA Atlanta hosted its inaugural in-store Tekken tournament, marking a novel approach to promoting the retailer’s gaming furniture line. This tournament, known as the Brännboll Battle, invited local gamers to compete in the popular fighting game Tekken 8 amidst the showroom displays of IKEA’s gaming products.

The idea was conceived by an IKEA employee who is also a fan of fighting games. Collaborating with local gaming organization 4o4esports, they transformed the showroom floor into a competitive battleground with the help of gaming consoles, monitors, and IKEA’s own gaming chairs and desks. The tournament featured a total of twelve participants who battled for various prizes, including a Huvudspelare desk and chair set valued at $429. Additionally, the second and third place winners received IKEA gift cards worth $150 and $75, respectively, along with passes to the Atlanta-based fan convention MomoCon scheduled for May 2026.

In a statement to Dexerto, Brandon Lomax, Market Manager at IKEA US’s Atlanta Market, highlighted the store’s motivation for selecting Tekken 8 over other popular games like Super Smash Bros. He noted the vibrant community of competitive Tekken players in Atlanta, which aligned with the store’s goal to engage with local consumers. “When two coworkers pitched the idea to host a gaming tournament in our store, I knew it had the potential to be something special,” Lomax explained.

The event not only showcased IKEA’s range of home furnishings tailored to gamers but also highlighted a creative way to connect with the community. Lomax mentioned, “The event was not only a creative way to engage with our community, but it also highlighted the versatility and affordability of our products in a fun and relevant way.”

The tournament atmosphere was energetic, with participants and spectators alike enjoying the friendly competition. Players took turns showcasing their skills while seated in ergonomic setups aimed at enhancing their gaming experience. The feedback from attendees was overwhelmingly positive, indicating that this innovative format resonated well with the local community.

This is not the first time unconventional venues have hosted gaming events. Players have previously competed in unique locations, such as raves and extreme temperature environments. Nonetheless, IKEA’s foray into hosting a gaming tournament represents a significant expansion of the brand’s community engagement efforts.

Plans for future events are already in the works, as Lomax and his team are eager to explore additional gaming tournaments within the store. “We are looking to expand with more competitions for other games in the future,” he stated, reflecting the growing interest in blending retail experiences with gaming culture.

As IKEA Atlanta continues to explore innovative ways to engage with consumers, the success of the Brännboll Battle might set a precedent for similar events at other locations, further merging the realms of retail and gaming.