Gaming
Wiillem de Zeeuw on making gaming more sustainable
Digital lifestyle accessories specialist, Trust Gaming is on a mission to deliver clever and sustainable solutions. Part of its sustainability initiative includes objectives like
reducing packaging sizes and plastic usage, creating products with recycled materials and taking strides to reduce emissions at every step of the supply chain. We caught up with Wiillem de Zeeuw, Gaming Brand Manager, to find out the lowdown on the latest tech gaming trends.
Here’s what Wiillem de Zeeuw had to say.
What’s currently popular in gaming peripherals? Across the gaming peripherals industry all brands are suffering from ‘post-covid’ purchase behaviours. During the lockdowns, gamers and new gamers invested in gaming because they had more time to game or couldn’t spend their money on other things and therefore did a lot of forward buying. Another factor is current inflation stopping the replacement or extension of gaming accessories. Luckily we are currently seeing a stabilisation growth in the long term.
What would you say are the latest gaming trends? I would say gaming as a social platform is an important long term trend where a lot of other trends such as e-sports and streaming are concerned. I could have also mentioned the word ‘Metaverse’, but I think for a lot of people it is still difficult to explain because it’s used too oſten. Gaming is not just about playing games anymore, as more and more games offer a platform where people digitally come together to socialise, interact, watch creators or join pop-up events.
22 | November 2022
We focus on this by having a primary target audience called the ‘Social Gamer’. For this gamer, gaming is not a lifestyle but just a part of their life where there is also time for school, work and sports.
Can you tell us more about the social gamer and your positioning in the gaming industry? We have always been offering value for money products. As of this year, we have also started to position ourselves as a sustainable value for money brand. Tanks to a refreshed logo and brand identity, we focus on clever, joyful and sustainable products with high performance. Our new products are durable, easy to use, sustainable, with a cool design, and yet affordable. Each new product is designed for social gamers between 10 – 25 years, where we differentiate in design, price and features. In short entry-level products with a dynamic and technical design for the young gamer, and more advanced and precise products for their older sibling. Te changes to our brand identity are subtle but make our communication much clearer. For example, we changed the black colour palette to dark blue, and with the new logo brought our gaming brand closer to the Trust brand. As a challenger brand, we always aim for A-brand
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