SteelSeries explained

SteelSeries
Native Name Lang:English
Type:Subsidiary
Industry:Video games
Computer hardware
PC gaming
Consumer electronics
Application software
Esports
Founder:Jacob Wolff-Petersen[1]
Products:Gaming peripherals and accessories: headsets, mice, keyboards, controllers, mousepads
Location City:Frederiksberg
Location Country:Denmark
Parent:GN Store Nord

SteelSeries (styled as steelseries), formerly Icemat, is a Danish manufacturer of gaming peripherals and accessories, including headsets, keyboards, mice, controllers, and mousepads. SteelSeries was acquired by GN Store Nord in 2021.[2]

History

SteelSeries was founded as Icemat in 2001 by Jacob Wolff-Petersen.[3] The company's original name was Soft Trading, and it was changed to SteelSeries in 2007.[4] Soft Trading made the Icemat and SteelPad mouse mats, which influenced the company's eventual name change. In 2008, SteelSeries acquired Ideazon, a North America-based developer and manufacturer of gaming peripherals.[5] [6]

Michael von Essen-Mueller, the company's first CEO, helped the company establish its brand and grow to a global footprint. In 2007, SteelSeries hired Bruce Hawver as CEO.[7] The company saw tremendous growth over the next five years as it expanded its portfolio and channels,[8] developed the SteelSeries Engine platform, and added partnerships across the esports and the gaming ecosystem.[9] [10] [11]

In 2012, SteelSeries received investments of undisclosed amounts from U.S.-based private equity firm Catterton Partners and China-based private equity firm ClearVue Partners.[12]

Their popular products include their Rival and Sensei series of mice, Arctis headsets, and Apex keyboards. They also have made 5XL mousepads (QcK line). SteelSeries often creates limited edition collaborations, such as the Valve CS:GO Howl Edition mouse and mousepad,[13] and the CD Projekt Cyberpunk 2077 headset.[14]

In July 2019, SteelSeries was acquired by Axcel, a Nordic private equity firm.[15]

In April 2020, SteelSeries acquired Nahimic audio software developer A-Volute,[16] and in December 2020, SteelSeries acquired gaming accessory manufacturer KontrolFreek.[17]

In October 2021, GN Store Nord announced plans to acquire SteelSeries from Axcel for 8 billion DKK (about US$1.25 billion).[18] The deal closed on January 12, 2022 officially making it a subsidiary.[19]

Sponsorships

SteelSeries supports a number of esports teams and individuals through sponsorships and community support.[20] [21] Sponsored teams include FaZe Clan, Evil Geniuses, Vitality, EDward Gaming, Alliance, among others. Past sponsorships include Manuel "Grubby" Schenkhuizen and Tom "Tsquared" Taylor in 2011.[20] [22] They have also sponsored tournaments, including a preseason Overwatch League tournament named the Steelseries Invitational.[23]

Partnerships

SteelSeries has held partnerships with major companies in the gaming industry, including Blizzard Entertainment,[24] Electronic Arts,[25] Hewlett-Packard (HP),[26] Gunnar Optiks,[27] Valve (Steam),[28] MSI,[29] and Discord.[30]

Notes and References

  1. Web site: 2019-07-04. Private Equity Firm Axcel Acquires Majority Stake in SteelSeries. 2020-06-17. The Esports Observer｜home of essential esports business news and insights. en-US.
  2. Web site: GN Store Nord to acquire SteelSeries – a global pioneer in premium software-enabled gaming gear . . 6 October 2021.
  3. How to bootstrap from zero to 50 million $: SteelSeries founder Jacob Wolff-Petersen . Whiteboardmag.com . 2014-10-03.
  4. Soft Trading ApS Changes Name To SteelSeries ApS . SteelSeries.com . 2014-10-03 . dead . https://web.archive.org/web/20141006122351/http://steelseries.com/blog/press/soft-trading-aps-changes-name-to-steelseries-aps . 2014-10-06 .
  5. Gaming Accessories Industry Just Got Better, as SteelSeries Acquires Ideazon Inc. in an Asset Transaction . Businesswire.com . 2008-07-29 . 2013-12-05.
  6. Web site: Devin . Coldewey . Steelseries acquires Ideazon; bigger, better accessories forthcoming . TechCrunch . 2008-07-29 . 2013-12-05.
  7. News: SteelSeries Appoints Bruce Hawver New Chief Executive Officer. GamesIndustry.biz. 2018-01-08. en.
  8. News: SteelSeries Takes On The U.S Gaming Market. Twice. 2018-01-08. en.
  9. News: News - PAX 2009 Interview: SteelSeries CEO Bruce Hawver. Co-Optimus. 2018-01-08. en.
  10. Web site: The Official Website for TechtalkRadio - Audio Interview with Bruce Hawver of SteelSeries. TechtalkRadio. en. 2018-01-08.
  11. News: SteelSeries to unveil line of gaming headsets at E3 2013. Engadget. 2018-01-08. en.
  12. ClearVue Partners Completes Investment in SteelSeries. cvcap.com. 2012-09-01 . 2014-10-03.
  13. Web site: Stevens. Alex. 2018-09-24. SteelSeries Announces CS:GO Howl Edition Peripherals Priced From $30 and Above. 2021-07-18. Wccftech. en-US.
  14. Web site: 2020-04-20. SteelSeries unveils range of limited edition Cyberpunk 2077 gaming headsets. 2021-07-18. Trusted Reviews. en.
  15. Web site: Catterton. L.. L Catterton Sells SteelSeries to Axcel. 2021-06-16. www.prnewswire.com. en.
  16. Web site: SteelSeries Acquires A-Volute, Company Behind Nahimic Audio Software. Bonshor. Gavin. www.anandtech.com. 2020-04-09.
  17. Web site: 2020-12-14. KontrolFreek, Pioneer of Performance Gaming Gear, Acquired by SteelSeries, the Global Leader in Gaming Peripherals. 2021-07-18. www.businesswire.com. en.
  18. News: Skydsgaard. Nikolaj. 2021-10-06. GN Store Nord shares rise on acquisition of gaming firm Steelseries. en. Reuters. 2021-10-08.
  19. Web site: Closing of acquisition of SteelSeries - [Jan 12, 2022] .
  20. SteelSeries Announces Exclusive Sponsorship of Professional Gamer, Manuel Grubby Schenkhuizen . https://web.archive.org/web/20150609052950/http://www.reuters.com/article/2011/04/02/idUS39965+02-Apr-2011+BW20110402 . dead . 2015-06-09 . Reuters . 2011-04-02 . 2013-12-05.
  21. Steelseries And Major League Gaming Announce Partnership And Collaboration . Gamasutra . 2013-12-05.
  22. SteelSeries Announces Sponsorship of Professional Halo 3 Player, Tom 'Tsquared' Taylor . https://web.archive.org/web/20150924155944/http://www.reuters.com/article/2011/10/14/idUS153199+14-Oct-2011+BW20111014 . dead . 2015-09-24 . Reuters . 2011-10-14 . 2014-03-04.
  23. Web site: Richardson . Liz . 2021-03-01 . What we learned from the Overwatch League SteelSeries Invitational . 2023-03-19 . Dot Esports . en-US.
  24. Steelseries Prepares Players For The Launch Of Blizzard Entertainment'S Starcraft® II: Wings Of Libe . bit-tech.net . 2010-06-24 . 2013-12-05.
  25. SteelSeries and EA Introduce iOS and Android Headset for Real Racing 3 . https://web.archive.org/web/20130327023246/http://www.prweb.com/releases/2013/2/prweb10477644.htm . dead . 27 March 2013 . Prweb.com . 2014-03-04.
  26. News: HP unveils a new class of Windows 10 gaming devices. 2016-08-16. Windows Experience Blog. en. 2016-10-09.
  27. Web site: SteelSeries GUNNAR Optiks Desmo Review . VGRevolution . 2013-12-05.
  28. SteelSeries and Valve® Corporation Introduce the SteelSeries QcK+ DotA 2 Edition . Sys-con.com . 2013-12-05.
  29. Web site: SteelSeries X MSI | SteelSeries.
  30. Web site: Try Moments to get Discord Nitro . 2022-01-13. SteelSeries. en.

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