HyperX defies conventional marketing trends. Rather than focus on a small, select group of partners, the gaming peripheral brand takes a broad approach that includes over 100 business relationships in addition to countless influencers and streamers.
Esports Insider sat down with Daniel Kelley, HyperX Director of Corporate Marketing, and learned that there is, indeed, a method to the madness.
“We started out much like similar peripheral brands in the esports world [by] sponsoring tournaments and teams,” said Kelley, noting that HyperX has sponsored Team Liquid for over a decade.