Kingston Technology doesn’t just know how to make computer storage and memory products.
The Fountain Valley-based tech giant showed its skill at putting together a virtual event for CES 2021, the nation’s premier tech and electronics trade convention.
The in-person show, which attracted 170,000 people to Las Vegas last year, was called off due to the pandemic, and instead was held online last week.
It left nearly 2,000 companies that participated in this year’s CES as official digital participants, including numerous Orange County tech-focused firms, to mount virtual presences and demonstrations.
Kingston, OC’s largest private company with more than $13 billion in sales last year, used last week’s event to unveil several new products.
Its gaming products unit, HyperX, introduced a new keyboard for gamers and also announced the extension of its naming rights deal with Irvine’s Allied Esports Entertainment Inc. (Nasdaq: AESE) for the landmark gaming arena in Las Vegas.
Meanwhile, Kingston’s flash memory affiliate demonstrated new products for digital file transfers.
“We’re essentially staffing a virtual booth. People can drop in, leave us a message. If they want to have a meeting with us right away, we can totally do that,” said Kingston Public Relations Manager David Leong, whose company has long used CES as a large part of its marketing.
“Or they can say, hey, can we just set up an appointment for business meetings. And, also media appointments. So, we’ve got a few that came through that way,” Leong told the Business Journal on Jan. 12, the second day of the online CES.
“We’re continuing to be a part of CES and get our news out there.”
Leong and his team also held one-on-one Zoom meetings—though the usual element of casual schmoozing was most likely in short supply.
He said of the online format: “so far, so good.”
HyperX Arena
Kingston’s HyperX gaming division and Allied Esports used this year’s CES to announce the renewal of their exclusive naming rights agreement for Allied Esports’ global flagship property, HyperX Esports Arena Las Vegas, at Luxor Hotel and Casino on the Las Vegas Strip.
The 30,000-square-foot arena has been open since the end of June with limited capacity, based on Nevada state regulations, Allied Esports said.
There have been events in the main arena three days per week.
Among the product unveilings last week, HyperX said its new Alloy Origins 60 Mechanical Gaming Keyboard is tailored to gamers’ use.
The keyboard, which will be available in the U.S. for about $100 each around mid-February, has some keys removed to save room.
“Gamers like to have more space for the mouse movements when they’re gaming,” HyperX spokesman Mark Tekunoff told the Business Journal.
The company also introduced the ChargePlay charging station for Xbox.
Other gamer-focused products offered by HyperX include headsets, mice and mouse pads, and USB microphones for esports tournaments, special events, and daily play.
Workflow Station
Kingston Digital Inc., the flash memory affiliate of Kingston, announced a new Workflow Station and accompanying readers at CES.
The products give users the freedom to create and customize a file offload setup that fits their needs, allowing them to transfer video, photos, and audio from multiple sources at once.
The workflow station costs $130 and it includes the USB Minihub, while additional microSD and SD readers are $35 each, Leong said.
For a roundup of additional company products unveiled at CES, see next week’s print edition of the Business Journal.
