Anne Keefe, Kingston

PCR’s November Big Interview with Kingston Technology’s Ann Keefe

Ann Keefe, Regional Director – UK & Ireland, Kingston Technology Europe reveals more about the next generation FURY release.

Back in July Kingston Technology Europe announced Kingston FURY as the new name of its latest high-performance gaming brand: Formerly HyperX memory products. Michelle Winy, Editor of PCR speak with Ann Keefe, Regional Director – UK & Ireland, Kingston Technology about Kingston’s rebrand of its DRAM, flash and SSD gaming line.

Tell us a bit more about the Kingston FURY brand?
Kingston memory and storage hardware that brought you HyperX DRAM, flash and SSD products for two incredible decades has been THE choice for gamers. Kingston FURY is the next generation of this quality engineering in terms of performance memory and storage solutions for PC enthusiasts, gamers and content creators.

Why did Kingston release this?
Kingston FURY is the next generation of quality engineering in performance memory and storage solutions for PC enthusiasts, gamers and content creators. Our products are backed by Kingston’s engineering, manufacturing and customer service expertise for more than three decades.

With an established legacy in the gaming market, Kingston FURY is not just a product category but a fully-fledged performance and enthusiast gaming brand. Kingston’s global leadership as a manufacturer of quality DRAM and flash solutions brings innovation and enthusiasm to the next chapter in our commitment to deliver quality products and legendary customer service as Kingston FURY.

Who is the target audience?
Kingston FURY has a wide range of solutions for PC builders, gamers and content creators. Our fast and reliable memory and storage options are an excellent choice for any new PC builds, whether you’re building a full-tower content and streaming workstation or the smallest mini-ITX gaming rig. Kingston offers the speed and capacity solutions you need to get the most out of your system performance.

Today’s streamers create content at ever-increasing rates. Whether it is recording the latest sessions in 4K, prepping B-roll for upcoming streams, or downloading the latest AAA games, these digital environments demand more storage than ever. Kingston SSDs provide the reliable performance, durability, speed, and capacities that your creativity needs to get things done.

Nothing is worse than running out of storage when the latest title or DLC is available for download. With Kingston SSDs, console gamers can upgrade their limited built-in storage to guarantee enough space for even the most storage-hungry games coming out.

What is new and exciting about Kingston FURY?
All our new Kingston FURY products are high speed paired with low latencies for unrivaled performance. Then we back this performance with a lifetime warranty. The new Kingston FURY memory kits have new designs and new heat spreader styles. We have also included features as Plug N Play auto-overclocked memory and XMP profiles. Our Kingston FURY RGB products allow you to personalise the lighting effects or to use one of the preset profiles. This can be done easily with Kingston FURY CTRL software which is available on our website.

Kingston FURY supports some of the best gaming teams in the world including esports teams such as Cloud9, Isurus and Team liquid.

Does Kingston FURY as a brand now replace the preexisting HyperX memory products brand?
HyperX, the leading gaming accessories provider and gaming division of Kingston was acquired by HP in February 2021.

Kingston retains the DRAM, SSD and flash products. HyperX DRAM, SSD and flash products will continue under the Kingston FURY brand for PC enthusiasts, gamers, and content creators.

Kingston’s continued global leadership as a manufacturer of quality DRAM, SSD and flash solutions brings innovation and enthusiasm to the next chapter in our commitment to deliver quality products and legendary customer service as Kingston FURY.

HyperX DRAM, SSD and flash products warranties will continue to be honoured and supported by the Kingston technical support team around the world.

Can you tell us a bit more about Kingston FURY DDR4 and DDR3 offerings?
The Kingston FURY Beast DDR4 provides a powerful performance boost for gaming, video editing and rendering with speeds of up to 3733MHz. This cost-effective upgrade is available in 2666MHz–3733MHz speeds, CL15–19 latencies, single-module capacities of 4GB–32GB and kit capacities of 8GB–128GB. It features Plug N Play automatic overclocking at 2666MHz and is both Intel XMP-ready and ready for AMD Ryzen. FURY Beast DDR4 stays cool with its stylish, low-profile heat spreader. 100% tested at speed and backed by a lifetime warranty, it is an easy, worry-free upgrade for your Intel or AMD-based system.

Get your notebook or small-form-factor machine fully equipped with Kingston FURY Impact DDR4 SODIMM and minimise system lag. Ready for AMD Ryzen and Intel XMP-ready in capacities of up to 64GB Plug N Play, Kingston FURY Impact DDR4 automatically overclocks to the highest frequency published, up to 3200MHz, to support Intel and AMD’s latest CPU technologies. Slot in the sleek black PCB for a hassle-free boost, no need to tinker with the BIOS. Upgrade your system’s performance and still run coolly, quietly and efficiently, thanks to FURY Impact DDR4’s low 1.2 voltage.

Tell us about Kingston FURY Renegade DDR4?
Any AMD or Intel-based system can be given the performance needed to stay at the top of the food chain with ultra-fast Kingston FURY Renegade DDR4. Boost your frame rate, keep your streams broadcasting smoothly and plough through your highlight reel editing with speeds of up to 5333MHz paired with quick CL12-CL20 timings. The aggressive, stylish black heat spreader and matching black PCB will allow you to beat the heat and strike fear into the hearts of your foes.

What can you reveal about the anticipated Q4 launch of Kingston’s DDR5 memory modules?
In May 2021 Kingston sent DDR5 memory modules to our motherboard partners to begin qualification on next-generation memory platform. The memory validation process requires cooperation of the entire computing ecosystem and Kingston has forged close ties with the leading motherboard manufacturers and chipset makers throughout its 33-year history. This step continues the critical process of bringing leading high-performance and overclockable memory solutions to market later this year.

What is the current state of the gaming industry from a Kingston perspective?
In 2020 and 2021 the PC gaming segment experienced a boost in popularity. The UK video gaming market hit a record with a £7bn value. According to the results of research by Ofcom nearly 62% of UK adults played some form of video game in 2020. Under new conditions people searched for a new form of entertainment. Kingston is supporting new or returning PC gaming fans with our technical expertise and unrivaled performance in the gaming DRAM segment.

What do you in envision for Kingston FURY in the next 1-5 years?)
We are bringing exciting new entries into Kingston`s gaming products range in Q4. In our gaming segment it will be the most anticipated arrival of the new FURY Renegade DDR5. We are also enhancing our presence in the NVMe SSD segment with our new entry with Renegade gaming SSD. For Kingston, the NVMe segment is traditionally the area where we are experiencing strong and continuous growth. We have seen our NVMe unit sales more than double in growth year on year for the past two years and this is expected to continue into 2022.

How are you going to follow up with the product launch?
Kingston is investing into a programme of activities with our channel partners to promote the new Kingston FURY line of our products. Our long-term relationships with them are helping us to communicate Kingston’s core values of fairness and responsibility, which are embedded into all our products.

Before the launch of the Kingston FURY product lines, Kingston`s systems integrators confirmed systems compatibility with the new line of our high-performance gaming products. Their effort ensures that Kingston Technology can deliver smooth experience and customer satisfaction with our products. We also support our customers with our multilingual customer service and technical support teams. During the Kingston FURY product launch we invested in our digital presence and social media platforms and collaborated with professional esports teams and gaming influencers. Our plan for Q4 is to launch promotions to boost our presence for Black Friday and the Christmas shopping period.

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