Razer's retail stores serve as community hubs, allowing gamers to play, socialize, and participate in events reminiscent of traditional LAN parties.

Despite competition from major brands like Dell and ASUS, Razer maintains a focus on community and innovation, cultivating a unique brand identity that resonates with gamers.

Facing increasing competition, Razer continues to innovate, recently announcing Project Ava, an AI-powered tool designed to enhance gaming performance and set the brand apart.

The company also creates licensed custom gear for popular games and esports teams, with significant demand for limited edition products, such as a custom mouse linked to Valorant's Sentinel team.

Furthermore, Razer has collaborated with various brands outside the gaming industry, including Lexus and Gillette, to expand its reach and appeal beyond the gaming sector.

The brand is strategic about partnerships, ensuring alignment of values and focusing on long-term collaborations that result in premium co-branded products.

Razer's enduring success stems from its 'for gamers, by gamers' philosophy, which has guided the brand for over 20 years through evolving market trends.

This philosophy is reflected in Razer's workforce, where 90% of employees are gamers, enabling a deeper understanding of their audience's needs.

The brand emphasizes building community through partnerships with both gaming influencers and traditional brands, aiming to enhance the gaming experience rather than merely driving brand awareness.

To evaluate the effectiveness of these influencer partnerships, Razer tracks metrics like engagement and sales conversion, focusing on long-term relationships.

In addition to its core audience, Razer has broadened its appeal to casual gamers, leveraging the growing public interest in gaming, which now boasts over 3.4 billion gamers worldwide.

Razer has successfully partnered with influencers, such as Vtuber Ironmouse, leading to the creation of popular custom-designed gaming gear that resonates with fans.