Technology
Sponsorships Still Win In Niche Sports; For AI Ads, Perplexity’s No Google
The Home Run
When every ad impression is carefully bid on and monetized, it’s hard for advertisers to score outsized wins.
Mailchimp probably wouldn’t have been able to sponsor the entire Serial podcast, which became a smash hit, if it had been possible to buy podcast ads programmatically back then.
The exception is sports.
There are always brands willing to place a bet on unusual sporting events in the hope that they have a breakout moment, like Timbersports, for example. Or remember when finance brand Ramp sponsored a motley crew of non-top players at the Masters last year, one of whom hit a hole in one and another who luckily paired with Tiger Woods on the tournament’s biggest day?
Which brings us to a piece in Marketing Brew about Tata Consultancy Services, a B2B tech services provider that now sponsors five of the seven top marathon races, plus more in the next tier.
B2B consulting is not “a sector that you get emotional or excited about,” says Tata’s Global CMO Abhinav Kumar. But marathoners appreciate their sponsor, and many of Tata’s clients and employees are runners.
The company’s analytics shows that its brand consideration among nonrunners is 27%, while 67% of B2B account targets who run races place Tata in their consideration set.
A Perplexing Situation
When generative AI search engine Perplexity launched its ad business six months ago, it was a first mover and shaker in the category. But the sheen wears off quickly.
For one, Google is also now pushing ads into generative AI searches. And while advertisers might be intrigued by Perplexity’s offerings, including its merchant program for shopping recommendations, there are already concerns about efficiency and reach.
Perplexity gets points, however, for being “the first AI platform to make a splash with advertising” and for continuing to “lead the way in integrating commerce into the AI search process,” Debra Aho Williamson, founder and chief analyst at Sonata Insights, tells Digiday.
But its 22 million active users are no match for ChatGPT’s 400 million – or Google’s billions of AI Overviews in traditional search feeds.
That said, there is interest in being an early adopter of Perplexity among clients, says Robert Kurtz, strategic business outcomes partner at Basis Technologies. The problem is they’re not committing budgets yet because of Perplexity’s “low scale and because of its focus on awareness compared to other options,” he said.
The Name Game
GroupM has officially rebranded to WPP Media.
In an interview with Ad Age, WPP CEO Mark Read and WPP Media CEO Brian Lesser pitched the move as a way to make it clear the holdco is bringing its various agency groups under the purview of one new entity.
WPP Media will manage WPP’s $60 billion media-buying portfolio across 80 markets. WPP agencies including Mindshare, Wavemaker and EssenceMediacom will no longer operate independently, but as teams under the WPP Media umbrella.
Alongside the rebrand, WPP is also launching a B2B marketing campaign to promote its new federated AI marketing model. The model relies on data connections with many independent partners, rather than acquiring and warehousing data assets.
GroupM’s rebrand is the latest indication of how agency holding companies are reinventing themselves in light of digital marketing’s AI revolution.
The pending merger between Omnicom and IPG knocks WPP off its pedestal as the largest agency holdco by revenue. Plus, WPP’s revenue shrank 1% in 2024. But WPP sees an opportunity for a fresh start with buyers demanding more AI capabilities from their agency partners, Lesser tells Ad Age.
“Clients care less about the brand on the door,” Lesser says, “and more about the people that work for their business and the technology that’s powering our operations.”
But Wait! There’s More
Horizon Media has RFPs out for vendors in a plan to build a partner network behind its Blu marketing platform. [Ad Age]
Anthropic CEO Dario Amodei says AI companies are “sugarcoating” the truth, which is that AI could wipe out half of white-collar jobs and spike US unemployment. [Axios]
SEO remains relevant for web publishers despite the rise of AI. [Search Engine Journal]
Netflix Co-Founder Reed Hastings joins Anthropic’s board of directors. [TechCrunch]
You’re Hired!
David Droga is stepping down from his role as CEO of creative consultancy Accenture Song. Ndidi Oteh, the current Accenture Song Americas lead, will take over as CEO in September. [Adweek]
AI video platform Waymark brings on Michael Tuminello as director of product. [release]
AdLib adds Kenton Nguyen, Pragya Bharti and Calvin D’Souza as strategic account managers, and Andrew Jaquez and Katelyn Smith as campaign managers. [release]
Thanks for reading AdExchanger’s daily news round-up… Want it by email? Sign up here.
Technology
Gaming brand ROG unveils a range of next-generation gaming innovative products at CES 2026! Wi-Fi 8 router that presents new value, innovative 240Hz AR glasses, and more!
ASUS, the Republic of Gamers (ROG) gaming brand, announced its next generation gaming innovations at the CES 2026 ROG – Dare to Innovate virtual launch event on Tuesday, January 6, 2026 at CES 2026. Innovate “, a virtual launch event at CES 2026 on Tuesday, January 6, 2012! The products included the ROG NeoCore Wi-Fi 8-concept router, AR gaming glasses that will transform the gaming experience, and the ROG Falchion Ace 75 HE keyboard with ultra-fast and highly accurate keystrokes.
ASUS announces the next generation of gaming innovations from ROG! New Experiences with the Latest Technology
ASUS announced a range of innovative new products from ROG at the CES 2026 ROG – Dare to Innovate virtual launch event on Tuesday, January 6, 2026 at CES 2026. The new product line was unveiled at the “CES 2026 ROG – Dare to Innovate” virtual launch event. The following products were presented at the event
- ROG NeoCore” Wi-Fi 8 concept router and Wi-Fi 8 real-world throughput testing
- ROG XREAL R1, a 240Hz micro OLED FHD (1920 x 1080) AR gaming glasses
- ROG Kithara” headset with high-quality audio
- ROG Falchion Ace 75 HE” layout gaming keyboard with ultra-fast and precise keystrokes
The products introduced at the event consisted of products for the global market and concept products in development, including products that are not yet available in Japan. For further information and details, please visit the official X (@ASUSROGJP ).
ROG NeoCore” Wi-Fi 8 Concept Router Dawns the Technology Era!
ROG
The ROG NeoCore Wi-Fi 8 router not only delivers a significant improvement in throughput compared to Wi-Fi 7, but also up to twice the medium-range throughput, twice the IoT coverage, and up to one-sixth the P99 latency. This virtually eliminates latency, making it ideal for cloud streaming, real-time voice communication, multi-device team play, and a wide range of other situations. With the launch of ROG NeoCore and the world’s first Wi-Fi 8 real-world throughput tests, we are once again demonstrating our leadership in next-generation Wi-Fi innovation. The first Wi-Fi 8 home router will be available globally in 2026, and will not be available in Japan until further notice.
ROG XREAL R1″ AR gaming glasses for an immersive and realistic gaming experience
ROG XREAL
ROG
Developed in partnership with XREAL, the award-winning AR Smart Glasses for the general public, the XREAL R1 features a 240Hz micro OLED FHD (1920 x 1080) display and is compatible with PCs and other consoles via the ROG Control Dock. The ROG Control Dock provides high connectivity and compatibility with PCs and other consoles. Designed to be optimized for ROG’s portable gaming console, ROG Ally, the headset features a wide 57° viewing angle, native 3-DOFs with 3-axis head movement detection, electrochromic dimming technology, and premium sound audio by Bose. Wear them wherever you go and enjoy the high performance and stunning visual experience that only ROG can deliver.
ROG and HIFIMAN have collaborated to develop the “ROG Kithara” headset for gamers.
ROG and the high-end audio brand HIFIMAN have jointly developed the ” ROG Kithara ” headset for gamers! The headset features an open-back acoustic design and ROG’s customized HIFIMAN 100mm planar field drivers for crisp, realistic, and lifelike sound. A balanced headphone cable with interchangeable plugs and a USB-C adapter are included to ensure high compatibility with a wide range of devices and uncompromised sound quality. The headset is also equipped with a full-band MEMS boom microphone optimized for competitive situations and designed for gamers who demand true hi-fi sound for accurate and clear in-game communication.
ROG Falchion Ace 75 HE 75% Layout Gaming Keyboard with Rapid Trigger
ROG Falchion
PR TIMES
PR TIMES
The ” ROG Falchion Ace 75 HE ” builds on the technology of its predecessor, the “ROG Falchion Ace HFX”. It features a more spacious 75% layout than all models, upgraded ROG HFX V2 magnetic switches, and the newly developed ROG Hall sensor. In addition, a new sensitivity adjustment wheel has been introduced for easy adjustment on the unit, and the multi-function buttons, interactive touch panel, and popular Rapid Trigger toggle continue to be included. In addition, an ultra-fast polling rate of 8000 Hz provides ultra-fast and highly accurate key input. A convenient carrying case is also included, making it easy to take the device outside! The product will be available in Japan around February 2026.
Technology
Gaming brand ROG unveils a range of next-generation gaming innovative products at CES 2026! Wi-Fi 8 router that presents new value, innovative 240Hz AR glasses, and more!
ASUS, the Republic of Gamers (ROG) gaming brand, announced its next generation gaming innovations at the CES 2026 ROG – Dare to Innovate virtual launch event on Tuesday, January 6, 2026 at CES 2026. Innovate “, a virtual launch event at CES 2026 on Tuesday, January 6, 2012! The products included the ROG NeoCore Wi-Fi 8-concept router, AR gaming glasses that will transform the gaming experience, and the ROG Falchion Ace 75 HE keyboard with ultra-fast and highly accurate keystrokes.
ASUS announces the next generation of gaming innovations from ROG! New Experiences with the Latest Technology
ASUS announced a range of innovative new products from ROG at the CES 2026 ROG – Dare to Innovate virtual launch event on Tuesday, January 6, 2026 at CES 2026. The new product line was unveiled at the “CES 2026 ROG – Dare to Innovate” virtual launch event. The following products were presented at the event
- ROG NeoCore” Wi-Fi 8 concept router and Wi-Fi 8 real-world throughput testing
- ROG XREAL R1, a 240Hz micro OLED FHD (1920 x 1080) AR gaming glasses
- ROG Kithara” headset with high-quality audio
- ROG Falchion Ace 75 HE” layout gaming keyboard with ultra-fast and precise keystrokes
The products introduced at the event consisted of products for the global market and concept products in development, including products that are not yet available in Japan. For further information and details, please visit the official X (@ASUSROGJP ).
ROG NeoCore” Wi-Fi 8 Concept Router Dawns the Technology Era!
ROG
The ROG NeoCore Wi-Fi 8 router not only delivers a significant improvement in throughput compared to Wi-Fi 7, but also up to twice the medium-range throughput, twice the IoT coverage, and up to one-sixth the P99 latency. This virtually eliminates latency, making it ideal for cloud streaming, real-time voice communication, multi-device team play, and a wide range of other situations. With the launch of ROG NeoCore and the world’s first Wi-Fi 8 real-world throughput tests, we are once again demonstrating our leadership in next-generation Wi-Fi innovation. The first Wi-Fi 8 home router will be available globally in 2026, and will not be available in Japan until further notice.
ROG XREAL R1″ AR gaming glasses for an immersive and realistic gaming experience
ROG XREAL
ROG
Developed in partnership with XREAL, the award-winning AR Smart Glasses for the general public, the XREAL R1 features a 240Hz micro OLED FHD (1920 x 1080) display and is compatible with PCs and other consoles via the ROG Control Dock. The ROG Control Dock provides high connectivity and compatibility with PCs and other consoles. Designed to be optimized for ROG’s portable gaming console, ROG Ally, the headset features a wide 57° viewing angle, native 3-DOFs with 3-axis head movement detection, electrochromic dimming technology, and premium sound audio by Bose. Wear them wherever you go and enjoy the high performance and stunning visual experience that only ROG can deliver.
ROG and HIFIMAN have collaborated to develop the “ROG Kithara” headset for gamers.
ROG and the high-end audio brand HIFIMAN have jointly developed the ” ROG Kithara ” headset for gamers! The headset features an open-back acoustic design and ROG’s customized HIFIMAN 100mm planar field drivers for crisp, realistic, and lifelike sound. A balanced headphone cable with interchangeable plugs and a USB-C adapter are included to ensure high compatibility with a wide range of devices and uncompromised sound quality. The headset is also equipped with a full-band MEMS boom microphone optimized for competitive situations and designed for gamers who demand true hi-fi sound for accurate and clear in-game communication.
ROG Falchion Ace 75 HE 75% Layout Gaming Keyboard with Rapid Trigger
ROG Falchion
PR TIMES
PR TIMES
The ” ROG Falchion Ace 75 HE ” builds on the technology of its predecessor, the “ROG Falchion Ace HFX”. It features a more spacious 75% layout than all models, upgraded ROG HFX V2 magnetic switches, and the newly developed ROG Hall sensor. In addition, a new sensitivity adjustment wheel has been introduced for easy adjustment on the unit, and the multi-function buttons, interactive touch panel, and popular Rapid Trigger toggle continue to be included. In addition, an ultra-fast polling rate of 8000 Hz provides ultra-fast and highly accurate key input. A convenient carrying case is also included, making it easy to take the device outside! The product will be available in Japan around February 2026.
Technology
🎮Gaming brand ROG unveils a range of next-generation gaming innovative products at CES 2026! Wi-Fi 8 router that presents new value, innovative 240Hz AR glasses, and more!
ASUS, the Republic of Gamers (ROG) gaming brand, announced its next generation gaming innovations at the CES 2026 ROG – Dare to Innovate virtual launch event on Tuesday, January 6, 2026 at CES 2026. Innovate “, a virtual launch event at CES 2026 on Tuesday, January 6, 2012! The products included the ROG NeoCore Wi-Fi 8-concept router, AR gaming glasses that will transform the gaming experience, and the ROG Falchion Ace 75 HE keyboard with ultra-fast and highly accurate keystrokes.
ASUS announces the next generation of gaming innovations from ROG! New Experiences with the Latest Technology
ASUS announced a range of innovative new products from ROG at the CES 2026 ROG – Dare to Innovate virtual launch event on Tuesday, January 6, 2026 at CES 2026. The new product line was unveiled at the “CES 2026 ROG – Dare to Innovate” virtual launch event. The following products were presented at the event
- ROG NeoCore” Wi-Fi 8 concept router and Wi-Fi 8 real-world throughput testing
- ROG XREAL R1, a 240Hz micro OLED FHD (1920 x 1080) AR gaming glasses
- ROG Kithara” headset with high-quality audio
- ROG Falchion Ace 75 HE” layout gaming keyboard with ultra-fast and precise keystrokes
The products introduced at the event consisted of products for the global market and concept products in development, including products that are not yet available in Japan. For further information and details, please visit the official X (@ASUSROGJP ).
ROG NeoCore” Wi-Fi 8 Concept Router Dawns the Technology Era!
ROG
The ROG NeoCore Wi-Fi 8 router not only delivers a significant improvement in throughput compared to Wi-Fi 7, but also up to twice the medium-range throughput, twice the IoT coverage, and up to one-sixth the P99 latency. This virtually eliminates latency, making it ideal for cloud streaming, real-time voice communication, multi-device team play, and a wide range of other situations. With the launch of ROG NeoCore and the world’s first Wi-Fi 8 real-world throughput tests, we are once again demonstrating our leadership in next-generation Wi-Fi innovation. The first Wi-Fi 8 home router will be available globally in 2026, and will not be available in Japan until further notice.
ROG XREAL R1″ AR gaming glasses for an immersive and realistic gaming experience
ROG XREAL
ROG
Developed in partnership with XREAL, the award-winning AR Smart Glasses for the general public, the XREAL R1 features a 240Hz micro OLED FHD (1920 x 1080) display and is compatible with PCs and other consoles via the ROG Control Dock. The ROG Control Dock provides high connectivity and compatibility with PCs and other consoles. Designed to be optimized for ROG’s portable gaming console, ROG Ally, the headset features a wide 57° viewing angle, native 3-DOFs with 3-axis head movement detection, electrochromic dimming technology, and premium sound audio by Bose. Wear them wherever you go and enjoy the high performance and stunning visual experience that only ROG can deliver.
ROG and HIFIMAN have collaborated to develop the “ROG Kithara” headset for gamers.
ROG and the high-end audio brand HIFIMAN have jointly developed the ” ROG Kithara ” headset for gamers! The headset features an open-back acoustic design and ROG’s customized HIFIMAN 100mm planar field drivers for crisp, realistic, and lifelike sound. A balanced headphone cable with interchangeable plugs and a USB-C adapter are included to ensure high compatibility with a wide range of devices and uncompromised sound quality. The headset is also equipped with a full-band MEMS boom microphone optimized for competitive situations and designed for gamers who demand true hi-fi sound for accurate and clear in-game communication.
ROG Falchion Ace 75 HE 75% Layout Gaming Keyboard with Rapid Trigger
ROG Falchion
PR TIMES PR TIMES
The ” ROG Falchion Ace 75 HE ” builds on the technology of its predecessor, the “ROG Falchion Ace HFX”. It features a more spacious 75% layout than all models, upgraded ROG HFX V2 magnetic switches, and the newly developed ROG Hall sensor. In addition, a new sensitivity adjustment wheel has been introduced for easy adjustment on the unit, and the multi-function buttons, interactive touch panel, and popular Rapid Trigger toggle continue to be included. In addition, an ultra-fast polling rate of 8000 Hz provides ultra-fast and highly accurate key input. A convenient carrying case is also included, making it easy to take the device outside! The product will be available in Japan around February 2026.
©ASUSTeK Computer Inc. All rights reserved.
Revolutionary Gaming Innovation
Arcade Arena represents a paradigm shift in immersive entertainment, pioneering a concept where the venue itself functions as a living gaming console. Step into a revolutionary entertainment venue where cutting-edge technology transforms video games into immersive, real-world experiences. Just as a gaming console comes to life with each new cartridge, the Arcade Arena morphs to host different interactive attractions that put you at the heart of the action.
Game On! – Cutting-Edge Technology & Competitive Socialising
The PAC-MAN LIVE EXPERIENCE showcases the latest innovations in immersive gaming technology, powered by proprietary, in-house systems developed through rapid prototyping. Players wear high-tech PAC-Vests equipped with advanced tracking technology that transforms them into the iconic yellow Chomper in this live gaming experience. This groundbreaking attraction invites participants to step into a life-sized, interactive PAC-MAN Maze, blending physical activity with augmented reality for a fun, multi-sensory adventure.
The technical innovation extends beyond wearable tech. Custom-built tracking systems monitor each player’s position in real-time, while display technology projects two massive PAC-MAN Mazes onto the floor. Live graphics dynamically respond to gameplay, displaying player names, scores, and game states while stunning visuals engulf the walls, instantly transporting participants into the heart of the arcade world. Haptic feedback and spatial audio create a fully immersive sensory experience, with players feeling and hearing every pellet collected and Ghost encounter.
This represents a breakthrough in competitive socialising – moving beyond traditional VR headsets to create shared, physical gaming spaces where teams compete in real-time within the game world itself. Unlike isolated VR experiences, this technology enables true collaborative gameplay. PAC-MAN LIVE EXPERIENCE is the ultimate team activity, offering an unforgettable experience that brings friends, families and colleagues together like never before. The advanced projection mapping and tracking systems create a seamless blend of digital and physical interaction that redefines competitive gaming.
Brand Realisation – Bringing Iconic IP to Life
PAC-MAN LIVE EXPERIENCE represents the gold standard in IP transformation, taking one of gaming’s most recognisable brands and reimagining it for the physical world. Step into gaming history as you become the legendary yellow Chomper in this groundbreaking immersive attraction. It’s the arcade classic you know and love, reimagined at human scale with the player at the centre of the action.
This isn’t merely themed decoration – it’s authentic brand realisation that combines digital innovation with theatrical storytelling. Players embark on a performative journey guided by live actors who bring the PAC-MAN universe to life through theatrical reveals and interactive storytelling. The physical set design transforms the space into an immersive PAC-MAN world, while performers enhance the experience with dynamic interactions that bridge the digital and physical realms.
Every element of the original PAC-MAN experience has been thoughtfully translated: the Maze navigation, Ghost-dodging tension, Pellet-collecting strategy, and competitive scoring. With thrilling mazes, sneaky Ghosts, and state-of-the-art projection technology, PAC-MAN LIVE EXPERIENCE recreates the game’s core mechanics while adding new dimensions of physical movement and team collaboration. Brand new bonus rounds, exclusive to the live experience, have been designed to enhance gameplay.
The innovation lies in respecting the source material while expanding its possibilities. Players don’t just watch PAC-MAN or control him remotely – they become him, experiencing the game from within its world through this theatrical immersive journey. This represents a revolutionary approach to IP adaptation that maintains brand authenticity while creating entirely new engagement opportunities.
The Future of Entertainment
Manchester’s Arcade Arena is pioneering in the world of Live Video-Game attractions, operated by Little Lion Entertainment, the UK’s premier immersive attractions company. The venue’s transformative nature – demonstrated by how it shifts from hosting racing experiences to becoming the PAC-MAN universe – establishes a new category of entertainment where beloved digital worlds become tangible, social adventures that honour their origins while pushing the boundaries of what’s possible.
Partners
- Bandai Namco Entertainment Inc. – IP Partner
- Make Reel – Immersive technology content partner
Technology
Razer AI Gaming Investment: Company Invests $600 Million in Artificial Intelligence Gaming Innovation
Razer AI Gaming Investment: Strategy and Scope
Although Razer is best known for its gaming mouse, keyboards, and laptops, its expansion into artificial intelligence represents a significant strategic shift. The Razer $600 million investment will be implemented across devices, developer tools, and ecosystem infrastructure. Additionally, it will also enable the company to engage approximately 150 AI scientists over the next few years to develop solutions that combine artificial intelligence and core gaming experiences, thus putting it at the forefront of the evolving AI gaming scene.
Reportedly, this step is part of Razer’s bigger AI gaming investment strategy, which aims to redefine how players interact with games and technology. Its key priorities will include AI-native hardware with breakthroughs such as Project Motoko. Powered by Qualcomm Snapdragon technology, the device, Project Motoko, is an AI-enabled wearable headset that provides real-time visual and audio processing, with the goal of redefining immersive gaming and interactive experiences.
The gaming controller market is a vital component of the global interactive entertainment ecosystem, supporting console, PC, and mobile gaming platforms. The market was valued at USD 4.23 billion in 2025 and is expected to reach approximately USD 8.66 billion by 2036, expanding at a compound annual growth rate (CAGR) of 6.75% during the forecast period from 2026 to 2036. Market expansion is supported by the steady growth of the global gaming population, rising esports engagement, and continuous innovation in controller design and connectivity.
Gaming Controller Industry Demand
The gaming controller market comprises handheld input devices designed to interact with gaming platforms, allowing players to control in-game actions with precision and responsiveness. These controllers are compatible with consoles, PCs, smartphones, and cloud gaming platforms, and are available in various configurations tailored to different gaming genres and user preferences.
Industry demand is driven by the cost-effectiveness of gaming controllers compared to high-end gaming peripherals, their ease of use and quick setup across multiple platforms, and their long operational life, supported by durable materials and modular component designs. The growing popularity of competitive gaming, casual mobile gaming, and immersive gameplay experiences continues to fuel demand across both consumer and professional segments.
Request Sample@ https://www.researchnester.com/sample-request-8329
Gaming Controller Market: Growth Drivers & Key Restraint
Growth Drivers
• Expansion of the Global Gaming and Esports Ecosystem
The rapid growth of console, PC, and mobile gaming—along with the rise of esports and streaming platforms—has significantly increased demand for high-performance and specialized gaming controllers.
• Technological Advancements in Controller Design
Innovations such as adaptive triggers, haptic feedback, motion sensing, ergonomic layouts, and cross-platform compatibility enhance user experience and drive replacement and upgrade cycles.
• Cost-Effective Manufacturing and Outsourcing Trends
Manufacturers increasingly rely on outsourced production and component sourcing to reduce costs while maintaining quality, enabling competitive pricing and wider market penetration.
Restraint
• Compatibility and Standardization Challenges
Differences in platform ecosystems, operating systems, and device specifications can limit universal compatibility, creating barriers for consumers seeking multi-platform solutions.
Gaming Controller Market: Segment Analysis
Segment Analysis by Type
• GamePad: The most widely adopted controller type, favored for versatility across console, PC, and mobile gaming.
• Joystick: Preferred in simulation and flight-based games, offering precise directional control.
• Trackball: Used in niche gaming and accessibility applications.
• Steering Wheel: Strongly associated with racing and driving simulation games, emphasizing realism.
• Throttle Quadrant: Common in advanced flight simulators and professional setups.
• Others: Include specialized and customizable controllers designed for accessibility and professional esports use.
Each product type contributes to market demand based on gaming genre popularity and user preferences.
Segment Analysis by Connectivity
• Wired Controllers: Valued for low latency, reliability, and competitive gaming performance.
• Wireless Controllers: Experiencing growing adoption due to convenience, mobility, and advancements in wireless technology.
Connectivity options significantly influence consumer choice and product differentiation.
Segment Analysis by Material Component
• Plastic / Polymer-Based Housing: Dominates due to lightweight design, durability, and cost efficiency.
• Metal Components: Enhance structural strength and premium feel in high-end controllers.
• Rubber / Silicon Parts: Improve grip, comfort, and extended usage performance.
• Advanced Materials: Include carbon fiber and specialized coatings used to enhance durability, aesthetics, and heat resistance.
Material selection plays a critical role in product quality, pricing, and user comfort.
Segment Analysis by Distribution Channel
• Offline: Includes specialty electronics retailers and gaming stores that allow hands-on product experience.
• Online: Rapidly expanding channel driven by convenience, broader product availability, and direct-to-consumer sales models.
Distribution strategies significantly influence brand visibility and market reach.
Segment Analysis by End User
• Individual Gamers: Represent the largest consumer base, spanning casual to professional players.
• Console Gamers: Drive demand for platform-specific and officially licensed controllers.
• Mobile Gamers: Increasingly adopt compact and wireless controllers to enhance gameplay experience.
Gaming Controller Market: Regional Insights
North America
North America represents a mature and innovation-driven market, supported by a large gaming population, strong esports culture, and high adoption of premium gaming accessories. Continuous hardware upgrades and content creation further stimulate demand.
Europe
Europe benefits from a diverse gaming community, growing esports events, and strong demand for ergonomic and high-quality peripherals. The region also shows rising interest in sustainable and durable gaming accessories.
Asia-Pacific (APAC)
APAC is the fastest-growing region, driven by massive mobile gaming adoption, expanding esports ecosystems, and a strong manufacturing base. Increasing disposable income and technological innovation further accelerate regional demand.
Top Players in the Gaming Controller Market
The gaming controller market is highly competitive, featuring a mix of global electronics brands and specialized gaming accessory manufacturers. Key players include ACCO Brands Corporation (U.S.), AndGAMER Co., Ltd. (China), Backbone (U.S.), ByoWave Proteus Controller (Ireland), EasySMX Co., Limited (China), Extremerate Limited (China), GameSir (China), Guillemot Corporation S.A. (France), GULI TECH CO., LTD (China), Logitech International S.A. (Switzerland), Mad Catz Global Limited (China), Microsoft Corporation (U.S.), NACON (France), Nintendo Co., Ltd. (Japan), Razer Inc. (U.S.), Sabrent (U.S.), Shenzhen Ipega Electronic Technology Co., Ltd. (China), and Sony Group Corporation (Japan), all of which drive market growth through innovation, brand strength, and global distribution networks.
Access Detailed Report@ https://www.researchnester.com/reports/gaming-controller-market/8329
Contact for more Info:
AJ Daniel
Email: [email protected]
U.S. Phone: +1 646 586 9123
U.K. Phone: +44 203 608 5919
Calallen’s Aubrey Navarro signs to run D1 track at SFA
Three major college football programs battling for former 5-star recruit
Catch up with Trevor Johnson, AISD Press Conference and Iron Plains Youth Football League
Short-Handed Cougars Fall to Wildcats
Gaming brand ROG unveils a range of next-generation gaming innovative products at CES 2026! Wi-Fi 8 router that presents new value, innovative 240Hz AR glasses, and more!
What’s new at the Water Tower Recreation Center
$2.1 million QB turns down ‘lucrative NIL packages’ to enter transfer portal
Gaming brand ROG unveils a range of next-generation gaming innovative products at CES 2026! Wi-Fi 8 router that presents new value, innovative 240Hz AR glasses, and more!
Ole Miss turns into an unlikely college football powerhouse
No. 11 CSUN Opens 2026 Season With Three Matches at UCSB Asics Invitational
Jenna Ibieta named head coach of Loyola indoor, beach volleyball programs – Crescent City Sports
Kaden Honeycutt has head start on ’26 with Tricon
Five Gamecock Football Players Named CSC Academic All-District – University of South Carolina Athletics
🎮Gaming brand ROG unveils a range of next-generation gaming innovative products at CES 2026! Wi-Fi 8 router that presents new value, innovative 240Hz AR glasses, and more!
John Lee Way | Free
SoundGear Named Entitlement Sponsor of Spears CARS Tour Southwest Opener
DeSantis Talks College Football, Calls for Reforms to NIL and Transfer Portal · The Floridian
#11 Volleyball Practices, Then Meets Media Prior to #2 Kentucky Match
Stempien to seek opening for Branch County Circuit Court Judge | WTVB | 1590 AM · 95.5 FM
Maine wraps up Fall Semester with a win in Black Bear Invitational
Nascar legal saga ends as 23XI, Front Row secure settlement
Ross Brawn to receive Autosport Gold Medal Award at 2026 Autosport Awards, Honouring a Lifetime Shaping Modern F1
Princeton Area Community Foundation awards more than $1.3 million to 40 local nonprofits ⋆ Princeton, NJ local news %
Sunoco to sponsor No. 8 Ganassi Honda IndyCar in multi-year deal
Downtown Athletic Club of Hawaiʻi gives $300K to Boost the ’Bows NIL fund
WNBA’s Caitlin Clark, Angel Reese and Paige Bueckers in NC, making debut for national team at USA camp at Duke
North Florida Motorsports Park led by Indy 500 Champion and motorsports legend Bobby Rahal Nassau County, FL
NASCAR, 23XI Racing, Front Row Motorsports announce settlement of US monopoly suit | MLex
Woods, Ogunribido Named CCIW Women’s Indoor Track & Field Student-Athletes of the Week
NASCAR owes $364.7M to teams in antitrust case
-
Rec Sports3 weeks agoPrinceton Area Community Foundation awards more than $1.3 million to 40 local nonprofits ⋆ Princeton, NJ local news %
-
Sports2 weeks agoBadgers news: Wisconsin lands 2nd commitment from transfer portal
-
Rec Sports5 days agoFive Youth Sports Trends We’re Watching in 2026
-
Sports3 weeks agoBadgers news: Final Four Game Thread vs. No. 1 Kentucky Wildcats
-
Sports3 weeks agoIs women’s volleyball the SEC’s next big sport? How Kentucky, Texas A&M broke through
-
Rec Sports2 weeks agoNBA, Global Basketball Community Unite for World Basketball Day Celebration
-
Rec Sports3 weeks agoYouth Sports Business in 2025: The Year the Industry Grew Up
-
Rec Sports3 weeks ago
Inside the NWSL’s first combine: Can the league create a more robust pathway for American talent development?
-
Sports2 weeks agoKentucky VB adds an All-American honorable mention, loses Brooke Bultema to portal
-
Motorsports2 weeks agoDr. Patrick Staropoli Lands Full-Time O’Reilly Ride with Big Machine Racing