In a very quick YouTube video, Logitech announced that they are merging their gaming sub-brands into one. All products going forward, all social accounts etc are all being consumed into Logitech G.
The Logitech G brand is strong, surfacing a wide range of gaming products including mice, keyboards, audio, driving and flight simulators, even gaming furniture like chairs and lifestyle products like apparel.
Logitech acquired Astro Gaming on August 11, 2017 for $85 million in cash. The acquisition was part of Logitech’s strategy to expand its gaming business into the console market.
Astro Gaming was founded in 2006 by Brett Lovelady and Jordan Reiss. The company’s headsets were designed for professional gamers and were known for their high-quality audio and build quality. Astro Gaming headsets were also popular among casual gamers.
Before being acquired by Logitech, Astro Gaming was owned by Skullcandy. Skullcandy acquired Astro Gaming in 2011 for $10.8 million. However, Skullcandy struggled financially in the years following the acquisition. In 2016, Skullcandy was acquired by private equity firm Mill Road Capital.
Logitech acquired Blue Microphones on July 30, 2018, for $117 million. The acquisition was part of Logitech’s strategy to expand its presence in the audio market. Blue Microphones is a popular manufacturer of USB microphones, including the Yeti and Snowball. The acquisition gave Logitech a strong foothold in the high-end audio recording market.
While some will be disappointed to see their favourite brands go away, it is expensive and wasted resources to maintain multiple brands, when these could be easily merged into a single brand. New customers will also benefit from simplified messaging.
You can see Logitech G’s product lineup here – https://www.logitechg.com/