Entatech wants to invigorate peripherals with Ministry of Gaming

Entatech has launched Ministry of Gaming, an initiative that brings accessories brands such as Mad Catz, AMD and Gigabyte together as one buying group.

Director Jon Atherton tells MCV how this will invigorate its peripherals division.

Why have you launched the Ministry of Gaming?

Over the past 12 months Entatech’s gaming channel has become one of the most successful and evolving channels out of all of our divisions. Catering to the avid PC gamer, we have introduced well known and up-and-coming gaming vendors to our portfolio. We now have 19, each of whom offer our customers and gamers a fantastic combination of innovation, design and function. With the Ministry of Gaming, we can cement ourselves as one of the leading gaming distributors in the industry.

What benefits will this initiative bring to vendors and retailers?

The vendors all represent a specific niche within the industry. This in turn enables them to benefit from an increased level of exposure within their specified areas, as well as across their full product portfolio to both our clients and the consumer.

As a retailer, Ministry members will have access to a large marketing platform, providing them with end user exposure, at no cost. With access to exclusive bundles and buy-in deals, they will have the means to target new markets, boost their sales, and raise awareness of both their brand and the Ministry members.

What are the long term plans for Entatech’s gaming division?

Initially we are building foundations to support the Ministry of Gaming as a whole and in the long-run, build a strong, recognised brand. The aim is to make the Ministry a one-stop shop that fulfil every gamer’s needs. We eventually want to further increase the exposure of the brand and vendors through events such as Multiplay’s iSeries, which will bring the Ministry to a wider audience and hopefully increase our retailer following.

We want this to become the type of buying group that vendors demand to be a part of.

Where do the next-generation consoles fit into your plans?

Although our product range leans towards PC gaming, we are proud to distribute for vendors such as Mad Catz and Thrustmaster who develop and create console gaming products. With the announcement of the new consoles being launch later in the year, Thrustmaster has extended its worldwide partnership with Microsoft to include its third generation of Xbox peripherals. As a distributor we will continue to support our vendors and their products as they are introduced to us.

The accessories market is highly competitive. Why is Ministry of Gaming important in making your peripherals successful?

As the games industry is ever-changing, it is important that we continue to grow and evolve the channel by distributing the latest technologies and seeking out new vendors for our customer base, whilst ensuring that the products we distribute are perfectly suited to both Entatech and the consumer. In a bid to meet this ever-growing demand, Entatech is continuously expanding the range of gaming brands to ensure we keep ahead of the game.