PCR talks to Arctic’s senior sales manager Brice Vandevoorde about how the firm manages to keep a cool head as a staple brand in the PC cooling and gaming markets.
As an innovator and manufacturer of cooling products, Arctic has always been a key player in the PC gaming market. The firm provides gamers, system builders and overclockers with the necessary tools to push their systems to the absolute limit with confidence.
With its sound expertise in the gaming market and solid reputation amongst gamers, Arctic has since turned its attention to the consumer electronics sector, producing its own gaming devices and peripherals.
Can you give us a brief history of the brand?
The increased heat emission of modern computers has placed the production of powerful and quiet coolers beyond the means of most manufacturers. The raised noise levels of PC systems have a negative impact on productivity, since a quiet computer is the basis for pleasant working conditions. Arctic initiated the trend towards quiet cooling systems for desktop PCs in 2001 and has led the way ever since.
Arctic has a strong focus on innovation – how has this developed throughout the company's growth?
Arctic works with the spirit of innovation. It comes from everyone in the company, from the engineers and design team to sales and marketing – even logistics. We all contribute and find the best solution to improve and grow together every day.
Arctic is a leading manufacturer of CPU, GPU and case cooling solutions but the brand has since branched into the consumer electronics sector. What was the motivation behind this move?
It came first with the demand from our distributors, who were looking for a wider range of products other than our cooling section, but with the same philosophy. We saw a demand and we started to develop and serve the needs of our customers.
How difficult was this transition and what challenges did the brand face in doing so?
Arctic was famous within the cooling enthusiast community but not amongst common users and it was a challenge for us to introduce our brand to a different audience. We invested hugely in marketing efforts to spread our brand, and as a result, gained our recognition. However, having a wider portfolio has lead to new challenges as to how we can maintain our brand as experts in cooling, whilst offering consumer electronics.
PC gaming is a key area of the market for the brand. How critical has this been for Arctic's success?
The PC gaming market is no doubt our main focus and Arctic is extremely conscious of its development in this area. It is a critical area for us and we aim to develop better innovative cooling solutions for our customers in this area, so that they can simply enjoy their games at their full potential with no overheating or noise issues. This year, we released the first aftermarket hybrid air and water cooler for VGA cards – the Accelero Hybrid, which has been very successful for us and has since become our best-selling product.
What else have you launched in the gaming sector and what have the results been like?
Arctic has also launched a number of gaming devices, which were designed to be low priced, easy-to-use gaming options for children and saw reasonable demand and sales.
Our recently launched MC101 media centre has been a great success, offering gamers advanced graphics, which are brilliant for almost all titles on the market.
Why should retailers and distributors choose Arctic over other brands?
Arctic and our products are well known for offering the best value for money and we guarantee our customers can rely on our expertise in our cooling products.
The products we sell are carefully selected and developed with the aim of innovation and value.
How should retailers and other interested parties get in touch?
They are welcome to contact me directly on firstname.lastname@example.org. I am always happy to help and assist. Meanwhile, they can also contact our distributor in the UK, Entatech, directly.
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