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Accompanied by strobe lights, mysterious smoke and a heavy bass fanfare, Cherry XTRFY elevates its products for the professional market – Hannah Marie ZT reports from Cologne, Germany.
Launching Cherry XTRFY as the perfect marriage of German engineering and Swedish design may be the next best thing for esports.
Cherry, famous for its high-end mechanics, acquired the peripherals manufacturer XTRFY in December 2022. After achieving significant market success in China, Cherry wants to do even more in the European market. Cherry XTRFY signifies a directional shift, transitioning from pure mechanics to bringing high-quality peripherals to new audiences.
Cherry XTRFY’s Product Launch – The Star Products
Shrouded by red-lit smoke in Cologne’s XPERION arena, Cherry’s Vice President of Business Unit Peripherals, René Schulz, took to the stage to launch the refreshed brand.
Cherry XTRFY’s Cologne event highlighted three main products set to invade the esports and gaming peripherals market:
Cherry XTRFY MX-LP 2.1 Compact Wireless Mechanical Keyboard
This compact keyboard is in a 65% format with 100% functionality. Those concerned over its useability while charging can rest assured that it maintains full functionality when USB-C is connected. The keyboard’s Cherry MX Low-profile Silver switches also preserve the feel of a classic gaming keyboard despite its smaller size.
Finally, the appearance of the Compact Wireless is practically unrivalled, with stunning black and white options available. In addition, the white design features an attractive blue and red colour scheme, adding an inexplicably nostalgic gaming feel.
Cherry XTRFY MX 8.2 TKL Wireless Tenkeyless Mechanical Keyboard
Cherry XTRFY’s MX 8.2 TKL targets the performance player. Solid aluminium housing protects your choice of red or brown MX switches. Additionally, purchasing the wireless tenkeyless keyboard includes a metal carrying case for heavy-duty protection.
Durability and performance are at the core of the product. With <1ms latency, a choice of three connection methods, Gold Crosspoint precision switches, anti-ghosting, full N-key rollover and a Win-Lock key, the MX 8.2 TKL is built to satisfy gamers at the highest level of play. As with the MX-LP 2.1 Compact, charging will not hinder speed or use.
Cherry MX 3.0S Wireless Mechanical Keyboard
This keyboard’s Low Latency mode ensures wireless keyboards never fall behind the wired speed. Like the MX 8.2 TKL and MX-LP 2.1 Compact, charging never hinders functionality, and it is customisable with Cherry MX switches.
All three products benefit from customisation and configuration features, allowing users to tailor their peripherals to their needs.
“Gaming is Everywhere: There is a need for another gaming brand – one that focuses more on esports”
Cherry has also announced a brand recalibration around its new product launch, following its acquisition of XTRFY. Presenting the brand’s new outlook, René Schulz delivered a bright vision for esports with a reminder: “Gaming is everywhere.”
Schulz said: “It’s the right time for a new brand to enter the market with something different.”
Namely, a line of high-quality products to improve the gameplay of all enthusiastic gamers, from casual gamers to professional esports athletes.
Speaking to Schulz after his presentation, he developed more on why exactly this market gap has opened: “Esports is in a transition. There is a need for another gaming brand – one that focuses more on esports. The scene is looking for the highest quality – the pro equipment.”
Gaming products often market to the broadest possible audience without the capabilities to perform at the highest level. Taking insights from esports can extend the products on the market higher than previously believed to be the limit, tailored to competitive standards.
Schulz concluded: “Cherry’s heritage and our friends with XTRFY present the perfect opportunity to bridge the gap.”
Connecting Cherry XTRFY with the esports community
What sets Cherry XTRFY’s new approach apart from its competitors is its drive to work productively with its users. Products are developed with the players and in connection with the esports scene, allowing esports athletes to take more control over the design of the peripherals they need to succeed.
Cherry XTRFY has welcomed European powerhouses Vitality (who recently joined the women’s League of Legends scene through Pathfinders) and SK Gaming into their family of teams, alongside the well-known organisations of Herioc, Grayhound Gaming and LNG Esports.
Importantly, the brand acknowledges that despite questions surrounding the stability of the esports industry, it continues to drive growth in expectations and demands.
Strategy-wise, Cherry XTRFY knows its potential. It recognises the global appeal of high-tech products in the market and will work closely with organisations, influencers, streamers and other personalities to ensure their products meet every need.
Their slogan encapsulates their direction: “In it to win it.”
Hannah is a writer specialising in the esports, gaming, and technology sectors. Working for companies such as Lionscreed Esports, Esports Insider, and SideQuest Hub she has developed a love for wider esports and Apex Legends, although it may never surpass her drive to passionately beat her friends in every game of Mariokart. You may have seen her at various esports and gaming events, including ESI London, EGX, Discover: Esports and many League of Legends watch parties.
