Vendor signs UK deal with new owner of Zboard firm

Interactive snaps up SteelSeries

Interactive Ideas has bolstered its gaming accessories range with the announcement that it has partnered with US specialist vendor SteelSeries to bring its range to the UK.

SteelSeries, which recently acquired Ideazon – through which Interactive Ideas already had a distribution agreement with for its Zboard products – is looking to capitalise upon demand for gaming peripherals over the Christmas period and beyond.

Speaking about the deal, Interactive Idea’s marketing manager Michael Breeze said: "We have had a long association with Ideazon, working with them to introduce and build their products under the Zboard and Ideazon brands in the UK.

"With Ideazon being purchased by SteelSeries we are delighted to be able to bring the expanded range of SteelSeries products to our customers," added Breeze. SteelSeries has impressed us with its strong brand and relationship with the professional gaming community and have some exciting products in the pipeline."

"With the acquisition of assets from Ideazon in Canada (the manufacturer of the Zboard product range), we also got a quite extensive distribution channel list for Europe," added SteelSeries’ EMEA director Michael Krog (pictured).

"With their expertise, customer base and long cooperation with Ideazon, Interactive Ideas seemed like a natural addition to our existing distribution channel in the UK, so we are looking forward to even broader market coverage and information flow."

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