SteelSeries

SteelSeries (styled as steelseries) 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]

SteelSeries
TypeApS (Anpartsselskab): private limited company
IndustryVideo games
Computer hardware
PC gaming
Consumer electronics
Application software
Professional Gaming
ESports
Founded2001 (2001)
FounderJacob Wolff-Petersen[1]
Headquarters
Frederiksberg
,
Denmark
Key people
Ehtisham Rabbani (CEO)
Tino Soelberg (CTO)
Oluf Riddersholm (CFO)
Rune Berendtsen (CIO) Melissa Tomlinson (VP)
Pat Wachendorf
Jeff Mahlmeister
Zach B. Hill
ProductsGaming peripherals and accessories: headsets, mice, keyboards, controllers, and gaming surfaces
ParentGN Store Nord
Websitesteelseries.com

History

SteelSeries was founded 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]

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