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Synnex gets its game

Synnex gets its game

The distributor signs its first hardcore gaming vendor to diversify its product portfolio

In a bid to further diversify its portfolio, Synnex has sealed an exclusive distribution deal with gaming peripheral and accessories vendor, SteelSeries.

The vendor approached Synnex four months ago after being without an Australian distributor for two years.

In a statement, SteelSeries regional sales manager, Flemming Gyldenhammer, said Synnex was selected for its logistics and services. He expected product availability and business to grow substantially as a result of the partnership.

While the distributor already carry products such as Microsoft’s Xbox and Logitech gaming accessories, Synnex product division manager, Darren Tan, said SteelSeries is the company’s first gaming specific vendor geared towards hardcore players.

“At the moment, the market is tough so channel players need to find something different to differentiate themselves with,” he said. “Gaming is still a strong market and SteelSeries, being a strong brand in this space, can help.”

Synnex's immediate focus is the IT channel but it will engage gaming product retailers as well as talk to partners that already sell the brand. The distributor has several hundred resellers that deal specifically in gaming but the product range is open for Synnex’s entire partner channel. The distributor also expected SteelSeries to fair well in the DIY reseller market.

“Gamers all like to build their gaming systems, so that is where resellers can still thrive and the gaming products can help them get more attached products going,” Tan said.

The distributor is not concerned with obtaining a sales revenue boost at this time, preferring to work with the vendor to spread the word on the new range.

“We will look at numbers later down the track,” Tan said. “Right now the key thing is working with partners to have a place for end-users to buy the products.”

Synnex will begin to soft launch SteelSeries this week with complementary marketing activities to follow.


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Tags SteelSeriesXboxlogitechSynnex

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