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Wednesday, Feb 8, 2023

HyperX Looks to Future With New Gaming Offerings

Product Unveilings at CES; 20th Anniversary for Firm

HyperX, known for high-end computer gaming products like mice, headsets, and keyboards, says it’s getting ready to introduce “quite a few” innovative items at the mammoth CES tech show in Las Vegas in January.

The product unveilings aim to provide a boost in sales for the tech company, which saw demand for its products slip from pandemic levels, when its offerings saw busy sales due to an increase in gaming and home offices during stay-at-home restrictions.

The Fountain Valley-based company, which was sold to Silicon Valley giant HP Inc. (NYSE: HPQ) by Kingston Technology Co. last year, is also wrapping up its 20th anniversary celebrations.

“At CES we’re going to be unveiling quite a few things as you can imagine,” according to Daniel Kelley, vice president and global head of marketing.

Kelley points out that HyperX came out earlier this year with the first gaming headset with over 300 hours of battery life.

The company’s gaming products—referred to as peripherals—also include USB microphones, mouse pads and console accessories.

Video Games

The current economic climate has had a negative effect on parts of the video games sector.

For the quarter ended Sept. 30, Activision Blizzard, parent company of Blizzard Entertainment in Irvine, said net revenue fell to $1.8 billion, 14% lower than the same period a year ago.

There are also warning signs about the Christmas-time sales.

“While the holiday season could be a let-down for the gaming industry, the year ahead should offer some relief despite high inflation and foreign exchange headwinds,” according to Yahoo Finance Tech.

The economy has made the gaming business “more competitive,” HyperX officials say.

Over the course of the pandemic, there was a large surge in business where people were buying gaming peripherals not just to play video games, but to build out home offices.

“Hybrid work is here to stay. Gaming will continue to grow in popularity,” HP President and CEO Enrique Lores told analysts during the company’s latest earnings call in August.

Parent Co. Backing

Computer and printer giant HP on June 1 of last year completed its acquisition of HyperX from memory products maker Kingston for a total fair value purchase consideration of $412 million.

“Having a parent like HP helps us to weather some of these storms,” Kelley says. “We have our legs fully underneath us now.”

HyperX is embracing “customization and personalization” for some of the gaming products, meeting growing consumer demand.

Over the past few months, HyperX has been developing specialized keycaps and other items for the gaming community to personalize their gaming setups and have shown some examples at recent shows like Twitchcon-San Diego in October.

“To stay competitive it’s about innovation,” Kelley said, adding that the key is “listening to the gamers themselves.”

There will be more news on custom personalization for gaming peripherals like keyboards, headsets and more at CES 2023.

HyperX is working with the printer division of its owner HP to produce these new custom products.

Kingston, one of Orange County’s largest privately led firms by sales, still sells DRAM, flash, and SSD memory and storage products for gamers and enthusiasts following the sale of HyperX.

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Kevin Costelloe
Kevin Costelloe
Tech reporter at Orange County Business Journal

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