Peripherals giant Mad Catz is to keep its newly-acquired label Joytech to spearhead its efforts in Europe – dismissing fears that the brand would disappear altogether.

Having acquired the accessories firm last month, Mad Catz’ general manager for Europe Brian Andersen told MCV that the beefed-up company is looking to strengthen its presence on both sides of the Atlantic.

“We’re enormously proud and gratified that in acquiring Joytech from Take-Two, we have managed to keep all UK members of the Joytech team and relocate them to our European HQ in Milton Keynes,” said Andersen.

“Mad Catz is the established leader in North America whereas Joytech has always been strong across Europe. The short-sighted move would be to simply merge the brands and close down the Joytech name. It makes good business sense to allow each a chance to prosper.”