Today we’re going to talk about a gaming company that has a triple-headed snake trademark. 

Does Razer come to mind? Founded in 2005 and dual headquartered in Irvine and Singapore, Razer is widely recognised as a leading brand for gamers in the US, Europe and China.

With a fan base that spans every continent, the company has designed and built the world’s largest gamer-focused ecosystem of hardware, software and services. It also has 16 physical stores around the world including 11 in the US and the rest in Taipei, Hong Kong and Singapore. 

Looking ahead, Razer’s CEO Min-Liang Tan outlined the firm’s plans to expand to 100 outlets with the initial focus on North America and does not rule out a public offering in the US. 

But what are the drivers of growth Razer sees in the gaming space that would support such a network of physical stores? Could moving into lifestyle products be the key to extending Razer’s sphere of influence?

Speaking of lifestyle products, Razer seems to be doubling down on partnerships with luxury brands, working with Italian fashion house Dolce & Gabbanna on a line of clothing, with watch brand Panerai on a new watch, and with supercar brand Automobili Lamborghini on a gaming laptop. 

The move comes as non-gaming brands seek to tap the gamer demographic. Question is – how far can such partnerships boost Razer’s top and bottom lines and position it as the go-to gaming company for the affluent?

On Under the Radar, The Evening Runway’s finance presenter Chua Tian Tian posed these questions to Addie Tan, Global Head of Lifestyle Division, Razer Inc.