STANDING OUT FROM THE CROWD
This focus seeks to give the brand a distinct place in the market. Rather than chase those premium buyers, 4Gamers is aiming to serve players who want solid, practical accessories without pushing into a higher-end price bracket. This is especially relevant in a market where families, casual players and gift buyers still make up a significant part of the audience and as the cost of living rises.
Curiously there was a strong sense of local history behind the company’s branding decisions here in Aus. Thompson explains that while Stealth has operated as the company’s global-facing brand across the UK, Europe and other regions, the decision was made to re-embrace 4Gamers in Australia because of its longer-standing presence.
“We decided to use the 4Gamers brand within Australia because it’s got more heritage.”
Interestingly that heritage matters. In a retail environment where shelf recognition goes a long way, the decision to revisit a more familiar name gives 4Gamers an advantage with shoppers who may already associate the brand with earlier generations of accessories.
“4Gamers is a value gaming brand targeted at the early gamer or the gift buyer.”
Richard Thompson - Regional Director ABP
Beyond gaming, Thompson also discussed StyleTech, a related push into entry-level tech and office-ready accessories. While the audience is slightly different, the logic behind it is familiar: good-value products, solid construction and clear use cases.
“Working from home is a category that’s here to stay.”
With that in mind, StyleTech has been positioned around everyday keyboards, mice and other practical accessories for school, university and home office users.
It suggests that the same philosophy behind 4Gamers can travel well beyond the gaming aisle.
Going green also remains a priority for many companies these days: “From a sustainability point of view, we’re really passionate at ABP across the board.” - Thompson remarks.
According to the team 4Gamers has been plastic-free since 2019, a move he says has resulted in 300 tonnes of plastic saved from landfill.
On the flip side of this, the packaging also has to to protect the product, communicate clearly and still feel substantial in the customer’s hands (Nothing like that feeling of retail therapy and the heft of a decent product). If 4Gamers can balance those demands while reducing waste, it gives the sustainability story far more weight.
For Australian players and shoppers, this may be exactly what keeps the brand relevant as it expands its reach. Keep an eye out for these products online and in stores such as Ebgames and BigW.
Special thanks to Claire Maylon and the Double Jump team for the invitation and flying us to the event.