Gaming peripheral brand ZOWIE has announced its first European Sports Science Lab in Eindhoven, Netherlands.
According to today’s press release, the venue will apply sports science to esports peripheral design with a focus on the growing European market.
The facility in Eindhoven is the third lab in ZOWIE’s global network. The company uses these labs to analyse player interactions with mice through motion capture and electromyography (EMG).
This will allow ZOWIE to provide European esports athletes with personalised mouse recommendations. Moreover, performance measurements based on player fatigue enable athletes to improve their training accordingly.
In the long term, the collected data aims to ensure that every product generation aligns with the demand of the ever-evolving esports market.
Jay Wu, President of BenQ Europe B.V, commented on the new sports science venue: “With the ZOWIE Sports Science Lab, we’re bringing scientific methodology to help European pro players unlock their full potential.
Every design is grounded in real-world player data and expert insights, reflecting our dedication to performance-driven product innovation and the future of esports.”
How Peripheral Brands Target Esports Fans
Founded in 2008, ZOWIE is the esports-focused brand of electronics manufacturer BenQ Corporation. For several years, ZOWIE has increased its stake in the global esports industry through investments and strategic partnerships.
For instance, the equipment brand has sponsored major esports tournaments in partnership with organisers such as BLAST and PGL. Earlier this year, ZOWIE also teamed up with Asian esports organisation TALON. This collaboration saw ZOWIE provide the team with monitors for the ongoing season of the VALORANT Champions Tour (VCT).
However, ZOWIE is by far not the only peripheral brand to capitalise on the skyrocketing popularity of esports. The likes of Logitech, Alienware, HyperX and Razer have taken a similar strategy.
This includes launching products developed with professional players, such as Razer’s special edition mouse in collaboration with legendary League of Legends player Lee ‘Faker’ Sang-Hyeok.
