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Brand profile: Razer

Helen French
Brand profile: Razer

Can you give us a brief history of the brand?
The Razer brand was founded in 1998 in California by our CEO Min-Liang Tan and our President Robert ‘RazerGuy’ Krakoff in a tiny office with a couple of other gamers. That year we presented the world’s first gaming mouse, the Razer Boomslang, featuring 2,000 dpi. We have grown today to over 300 employees worldwide and recently announced the world’s first true gaming laptop, the Razer Blade (NA only, for now).

What products are Razer’s biggest sellers at the moment?
DeathAdder and Naga have been two of the bestselling gaming mice in the world since their introduction, while our BlackWidow mechanical keyboard series has been hugely popular among gamers, alongside Onza, our Xbox controller.

Can you tell us more about the Razer Blade?

Our slogan is ‘For Gamers. By Gamers,’ and quite honestly, the idea for the Razer Blade came to us when we decided to make a true gaming laptop for ourselves. There was nothing in the market that offered true portability and superb gaming performance in one package. With the help of our partners like Intel and Nvidia, our engineering team came up with a way to address both challenges and combined it with a revolutionary user interface based on the Razer Switchblade technology.

Are there any other product highlights in the current line-up?
We’re looking forward to our latest licensed products – the all new Battlefield 3 line-up and our Star Wars: The Old Republic peripherals. And we mustn’t forget the world’s first true 7.1 surround-sound gaming headset, the Razer Tiamat.

Why should retailers and disties choose Razer over other brands?
We design and create our products for gamers and are intimately connected to them. Our brand makes a very strong statement on the shelf spaces and our core customers are among the most knowledgeable in the gaming industry. We allow our retail partners an opportunity to attract an exciting and vibrant segment of the market to their storefronts, both online and offline.

Presumably you think ‘the demise of PC gaming’ is nonsense, given the advert you took out in the Wall Street Journal?

With so many popular PC games out there which offer user experiences that can’t be duplicated on consoles, PC gaming will continue to remain strong. We believe PC gaming is not dead, but it has been suffering from lack of innovation for many years and we believe we can achieve a unified approach to help PC gamers consume all the great PC gaming content out there.

How important is sponsoring gamers/ gaming teams for the brand's visibility?
Razer currently sponsors some the most successful pro-gaming teams in the world. Often, the pro-gaming teams are already fans of our products, and our best critics, and that makes the sponsorships a very natural extension of the relationship. 

How do you plan to grow the business going forward?
The innovation you see today is a result of years of preparation and investment into our engineering and design teams. We will stay true to our mission statement ‘For Gamers. By Gamers,’ and bring on board the best talents in the industry to make sure we maintain our leading edge in innovation, design and delivering true gaming experience.

How should retailers and other interested parties get in touch?
The best way to get in touch with Razer in the UK is to reach out to our director of sales (UK), Darren Roberts (Darren.Roberts@razerzone.com), and Christoffer Süß (christoffer@razerzone.com), Senior Marketing Manager Europe.

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Tags: Games, razer

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