HyperX adds Valkyrae, Deft to brand ambassador programme

Gaming peripherals company HyperX has announced the acquisition of 25 new influencers and esports professionals to its brand ambassador programme. 

Valkyrae Heroes Artwork
Credit: HyperX

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The company’s ever-growing HyperX Heroes programme has now added the likes of  Rachell ‘Valkyrae’ Hofstetter, a popular YouTube Gaming streamer who recently became one of the world’s fastest-growing streamers, legendary South Korean League of Legends player Kim ‘Deft’ Hyuk-gyu and Australian YouTuber ‘Lachlan’ among others.

HyperX, a subsidiary of California-based Kingston Technology, Inc., started the HyperX Heroes programme in 2019 through its WE’RE ALL GAMERS ad campaign. The activation featured a star-studded lineup including Grammy artist Post Malone, popular streamer Imane ‘Pokimane’ Anys, along with athletes Gordon Hayward and JuJu Smith-Schuster.

Discussing the programme’s growth, Daniel Kelley, director of corporate marketing at HyperX stated: “What started out as the initial introduction of the WE’RE ALL GAMERS campaign has grown to become a worldwide HyperX Heroes programme, uniting popular streamers, content creators, celebrities, esports stars and well-known athletes through their passion for gaming.

“As gaming lifestyles and cultures collide with the worlds of sports, fashion, gaming, music and more, we continue to prove that HyperX is a champion of all gamers through our extensive HyperX Heroes roster.”

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With its new additions to the programme, HyperX is prioritising global reach. Of the 25 new additions, four are based in Asia, including Deft; two are Australian, including Lachlan and Aussie-rules football player Mitch Robinson; and six are European, such as content creator Sebastien ‘AlphaCast’ Ferezis as well as hockey player Filip Forsberg.

Furthermore, six of the new additions are situated in Latin America including musician and streamer Nicolas ‘Oscurlod’ Sebastian Odetti; whilst two are from Turkey, including popular esports pro and streamer Cantuğ ‘UNLOST’ Özsoy.  Finally, five of the new additions are based in the US, including Valkyrae and professional NBA 2K player Artreyo ‘Dimez’ Boyd.

Esports Insider says: HyperX’s campaign is clearly an attempt at global fan engagement, touching on all the key regions and acquiring well-respected names from each. The initiative’s artwork and theme is great, and these new acquisitions stretch an existing marketing campaign that already contained names such as Gordon Hayward and Post Malone, whilst also improving the brand’s reach in other key regions like Latin America and Asia.

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