Brand: Psyclone
Griffin International created the Psyclone Competition-Grade and Psyclone Essentials brands to give gamers more of what they want in high-end connectors, cables, and core accessories.
Challenge
The third party video game accessory business was enormous, lucrative, and incredibly competitive. However, it lacked discipline and a retail focused strategy. Plus, the retailers who did support third party companies were struggling to make the gaming business profitable due to low margins on hardware and software.
As first party developers started taking a significant role in the core accessory business with the next generation systems, third party accessory business began to decline. The decline forced third party companies to adapt to the change.
Solution
Psyclone entered the third party scene with a new, retail-focused strategy. The accessories were well built, had appealing package designs and provided retailers with a healthy margin. In addition, Psyclone products could be customized to each retailer’s needs.
With the down turn in the third party accessories market, Griffin International made strategic changes immediately. We reviewed our core competencies and determined how to integrate them with the new trends and technologies in the hardware platforms.
Results
In five years, Psyclone has emerged in a very competitive industry to one of the top third party accessory companies. With 100% growth in both 2005-2006 and 2006-2007, Psyclone continues to gain momentum. Such growth has driven Griffin International to join the ranks of the top-ten accessories providers in the world. From the past to the future, Psyclone is set to take advantage of the ever-growing video game industry.
Services Provided
