As part of its partnership with Shaquille O’Neal and the launch of its Soundwave recliner, DFS has extended its comfort expertise into gaming culture with a live Twitch activation featuring Andy Castell (AJ3), which aims to prove that comfort and performance go hand in hand.
DFS wanted to uncover how UK gamers really use their set-ups, and what they value most in terms of comfort and performance. Partnering with psychologist Dr Daria Kuss and physiotherapist Alex Lee, DFS launched the UK Gaming Index, a nationwide survey of 1,000 gamers.
The results uncovered that: 83% say their current set-up is comfortable; 60% believe their set-up directly boosts their performance; one in three gamers want adjustable seating like a recliner in their dream set-up; and 73% experience some form of pain while gaming, from eye strain to back or neck discomfort.
These findings informed the link between comfort, performance and wellbeing – insights that directly informed DFS’ live Twitch activation.
To bring the UK Gaming Index to life, DFS launched the Gaming Thrones tournament, inviting gamers to submit applications for the chance to compete live against streamer AJ3 in the newly released EA Sports FC 26.
During the stream, AJ3 showcased the Soundwave recliner, demonstrating expert-backed techniques from DFS’ partnered physiotherapist and psychologist. The session illustrated how proper seating, posture and movement can enhance focus, reduce strain and boost performance in real time, complete with the recommended breaks to stay sharp and comfortable throughout play.
The tournament celebrated both gaming skill and setup, with the winner taking home the Soundwave recliner and exclusive Shaq merchandise. As such, the tournament achieved: over 14,000 organic views on AJ3’s promotional video; 16 hours and 33 minutes' watch time on AJ3's promotional video; and 6,105 live viewers on the live Twitch tournament.
Andy Castell says: “It was great to collaborate with DFS on the launch of the Soundwave. As someone who games almost every day, I know first-hand how much your set-up can impact performance and overall comfort when playing. The right environment doesn’t just look good, it genuinely elevates your gameplay, and it was awesome to be involved in a campaign where a member of my community got to upgrade their set-up.”
Commenting on the campaign, Kellie Wyles, head of upholstery and brands at DFS, says: “The Gaming Thrones tournament was a fantastic way to bring our expertise in comfort and design into the world of gaming. The Soundwave isn’t just a recliner, it’s engineered to support long sessions, improve posture, and enhance performance, whether you’re watching, relaxing or gaming.
“Seeing gamers compete live and put both their skill and their set-ups to the test really highlighted how much the right furniture can make a difference. The response has been incredible, and it’s shown that comfort and performance truly do go hand in hand.”
