Denmark-based gaming peripheral manufacturer SteelSeries has acquired Ideazon - a leading North American player in the gaming accessories space, it announced today. Ideazon’s range of gaming gear is known as Precision Gaming Tools and is most certainly headlined by its Zboard gaming keyboards that can be customized for a certain game using game-specific keysets. Both companies have a global presence in the gaming accessories market but are strategically different from each other.
SteelSeries’s products are all aimed at professional gamers unlike Ideazon’s peripherals that are made keeping in mind all ilks of gamers. It supports around 1,200 professional gaming competitions and 200 professional gaming outfits across the globe.
The acquisition should give SteelSeries a strategic depth that it didn’t previously enjoy. It will not only have access to an entirely different market – relatively casual in nature - but also benefit greatly from Ideazon’s strategic partnerships with leading game publishers and developers including Activision Blizzard, Eidos Interactive, Electronic Arts, Sony Online Entertainment, Nvidia and Microsoft Game Studios.
Update: We spoke with Kim Rom, head of communications for SteelSeries, about the acquisition. Click through to see how the purchase of Ideazon will affect existing customers.
Ideazon’s previous product, the ZBoard, sported interchangeable $20 keysets with custom labels for different games. The company’s latest effort, the Merc, eschews that approach in favor of a customizable one-size-fits-all design.