Soft Trading ApS Changes Name To SteelSeries ApS

Soft Trading ApS, a leading manufacturer of innovative gaming peripherals and accessories, announced today that effective immediately Soft Trading ApS has changed name to SteelSeries ApS, while at the same time establishing a board where chairman of the board will be Morten Steen Jorgensen.

Morten Steen Jorgensen brings experience from Jabra / GN Mobile and Bang & Jorgensen to secure SteelSeries implement its strategy of expansion and grow profitable globally. SteelSeries ApS owns and operates two different brands of high-end peripherals and accessories, Icemat and SteelSeries. Both brands will be operated by SteelSeries ApS in the future.

SteelSeries have been on the forefront of gaming peripherals and accessories since its inception in 2001, thanks to continued innovation and product development in cooperation with leading professional gamers. All SteelSeries products are developed in co-operation with professional gamers to ensure optimum performance and durability.

The Icemat brand covers a line of stylish peripherals for personal computers and digital devices. Everything is created by designers and engineers who demand as much from the visual design as they do from the performance of the final product. The Icemat product line includes the 2nd Edition Icemat mouse pads made of glass, which offers unprecedented precision and style in no less than 8 different colours. The best-selling Icemat Siberia headsets come in different flavours and sizes, with both full-size and in-ear models available.

“Our mission is to create gaming gear that caters to the most demanding consumer group in the world – gamers,” says Jacob Wolff-Petersen, Founder of SteelSeries ApS. “By consolidating our company name and leading product range into one brand, we will increase brand awareness and streamline marketing presence on a global scale. Adding the experience, global network and professionalism of Morten Steen Jorgensen is an important milestone for SteelSeries ApS.”

The company name change will be accompanied by a new logo and identity as well as a redesigned website (www.steelseries.com).

About SteelSeries

SteelSeries is a leading manufacturer of gaming accessories, including headsets, keyboards mouse pads and mouse accessories. SteelSeries have been on the forefront of professional gaming gear since its inception in 2001, thanks to continued innovation and product development in cooperation with leading professional gamers. All SteelSeries products are developed in co-operation with professional gamers to ensure optimum performance and durability. SteelSeries supports the growth of electronic sports through aggressive sponsoring of teams and support of organisations, news sites, communities, tournaments and LAN-events all over the world. For additional information, visit http://www.steelseries.com.