HyperX is one of the most popular brands among Brazilian gamers, so its presence at the Brazil Game Show is always one of the most important of the event, which will repeat itself in the 2024 edition.
During the exhibition, I had the opportunity to speak with Caio Coelho, HP Brazil's Consumer Marketing Manager, responsible for the HyperX stand at the Brazil Game Show 2024. Its products.
Terra Game On: What strategies does HyperX currently have for the Latin American and Brazilian markets? How important is the Brazil Game Show in this approach?
Cayo Coelho: The Brazil Game Show is an opportunity to interact with the public and our community. We see the gamer market not just as a market, but as a community. They are the people we like, the people we connect with. Every year we try to be here again, because we see that it is a big family. Not only with the product, but with our brand vision, bringing convenience and quality to the game and the gamer, we connect in every way we can.
Our core strategy, which I think is very aligned with BGS, is to come up with a comprehensive portfolio that meets all the needs. This is very consistent with our initiatives here.
We already understand that the gaming audience is a diverse and super stylish audience. We've already broken the paradigm that a gamer is someone who wears sweatpants, sits around, plays all day, and doesn't talk to anyone, as much as 150,000 people at a 5, 6-day fair.
We use BGS as a feedback moment to understand what these people want most and how we can really connect with them. From in-store customer service, we listen to consumers and advertisers always give us feedback.
For customers looking for more discreet products, we have Black Line, and we offer a growing range of Black Lines. For more comfortable products, for gamers with a more hardcore profile and sports profile who play 15, 16, 20 hours a day, we need a lighter headset, [o headset gamer sem fio] Cloud III. We have children and here they come [o headset gamer sem fio] Cloud Mini.
From the store, to the moments we want to connect with, we know the public is coming to take photos with the content creator. Then there is now a meet and greet on stage where they take photos with people, perform a talent show and leave a photo printed on the spot using HP ink tank printers.
You can participate in both rooms to win prizes. At one booth it's one headset per day, at another, it's really easy, you just get in line and try to get a keycap from the claw machine. These are customized keycaps. They come in various models and are printed on HP 3D printers. This is an opportunity for free that everyone loves, because everyone wants to customize their setup a little more, and it's an opportunity to give them more style.
Terra Game On: What are the key products that HyperX brought to BGS 2024 for visitors to test?
Cayo Coelho: In startups, we have [o teclado mecânico gamer] Different sizes of our new and 100% customizable keyboard, Alloy Rise in 75 and 100% versions. The Cloud Mini for Kids is available in various colors. Cloud III, now available in a wireless version. We already have a wired one, but for those who don't want a cord, there's also a wireless version in two colors.
We begin [microfone gamer] QuadCast 2. It's not available in-store today, but we're already getting in touch about it, and it should arrive in the first week of November for those looking to get their system ready for Christmas.
These are the main releases we have, but the rest of the entire portfolio is available, with products up to 60% off at BGS.
Terra Game On: Can you talk more about the innovations and trends in the gaming peripherals and accessories industry that HyperX is planning to launch in the near future or have recently become available?
Cayo Coelho: Comfort, 100% convenience is what we work on innovating with devices in mind. So when we look at the mouse, for example, whenever the product development team goes to build a new product, they think: “Well, we have people with big and small hands”. So we need products that serve this purpose and are 100% ergonomic, with a good battery so that the gamer doesn't need to charge frequently. Let them be lightweight products, for example for those who play CS (Counter-Strike), for those who move the mouse a lot.
We always value convenience in product development, and we even have a Brazilian specialist who receives products from abroad, even before launch, when they are at the moment of conception. He gets it, tests it, we use an internal support and testing team, we bring in some influencers close to the brand to do blind tests, and then they give us feedback so we can improve these products even more. This feedback goes to the international team, which builds on it.
Terra Game On: Anything else you would like to say to the Brazilian players?
Cayo Coelho: Please come to BGS and see our stand. Chances are you'll walk away with at least one cool prize!
