UK peripherals specialist Gioteck wants to become one of the best-known brands in accessories.
The firm's high-end products are some of the best-selling third-party peripherals on the market, but Gioteck remains largely unknown.
We are the most successful unheard of brand in the UK games market,” Gioteck's GM Alan Jones told MCV.
We sell huge numbers but if you ask anyone if they've heard of Gioteck, they'll probably say no. If you ask if they've heard of an EX-01, they probably have one. Our top products have sold more than 1m units worldwide.
So what we need to do now is work with stores to establish retail as our beachhead and then build other layers on top of that. We want to build out brand.”
To accomplish this, Gioteck signed a PR agency, hired a community manager and grew its shelf space in supermarkets such as Tesco, Asda and Sainsburys