ASUS Opens India’s First ROG Labs in Bengaluru, Bringing Experiential Zones, Retail & Service Under One Roof

ASUS has launched India's first ROG Labs store in Bengaluru, offering gamers and creators a combined retail and service space. The new outlet brings together high-performance hardware, immersive gaming zones, and on-site support under one roof for visitors exploring devices and experiences.

The store is located in Jayanagar and spans two large floors. ROG Labs introduces a premium format where customers can see, test, and buy products while also accessing repairs and guidance. The layout has been planned to support both gamers and casual users.

ROG Labs Gaming Store Experience and ASUS Retail Strategy

ROG Labs is designed as a next-generation gaming store, with the ground floor focused on hardware. This level displays the full range of ROG laptops, desktops, monitors, and gaming peripherals. Customers can check device performance in person, compare options, and speak with trained staff before deciding.

The experience-led concept extends beyond simple product displays. The store includes interactive showcases and hands-on demo areas where visitors can try different configurations. A dedicated Free-to-Play Gaming Zone, called the ROGVerse, lets gamers book online slots and play AAA titles on the latest ROG systems.

The ROGVerse area aims to create a more intuitive buying journey. Gamers and consumers can test devices in real conditions, then receive tailored advice based on their play style or work needs. Staff provide personalised recommendations and expert consultations to help match hardware with performance expectations and budgets.

On the upper floor, the outlet also houses an ASUS Select Store. This section is ASUS India's official hub for certified refurbished products. The range includes consumer laptops, gaming PCs, creator series machines, and desktops, offering options for buyers seeking value with brand-backed checks and support.

Arnold Su, Vice President, Consumer and Gaming PC, System Business Group, ASUS India, said, "The ROG Labs concept represents our long-standing focus on innovation, and our deep understanding of what gamers truly seek today, a place that is not just for product discovery, but for experience, engagement and support. With Bengaluru being one of India's most vibrant gaming hubs, introducing the first ROG Labs here was a strategic step as well. This new format allows us to bring the entire gaming ecosystem, devices, gameplay, and service, under one umbrella. As we scale our footprint, our priority continues to be creating more meaningful touchpoints that add value across every stage of the customer journey."

ROG Labs gaming store within ASUS India retail footprint

The Bengaluru launch adds to ASUS India's growing retail network, which covers many regions. The company has focused on building stores that highlight experience, high service capability, and interactivity. These spaces are set up to support both experienced esports players and people buying their first gaming device.

The current ASUS retail presence in India is outlined below.

Over recent years, ASUS has increased its focus on experiential formats and interactive zones in India. With ROG Labs in Bengaluru, the company adds a concept that combines devices, gameplay, refurbished offerings, and service. The store supports ASUS India's aim of pairing advanced gaming technology with accessible, experience-driven touchpoints for a wide mix of customers.