HP is implementing a significant rebranding strategy for its gaming division. Products previously under the HP Omen line will now be branded as HyperX.
Rebranding Details
This change affects various hardware categories. For example, the HP Omen 16 Max laptop will be renamed the HyperX Omen 16 Max. Similarly, HP Omen monitors will transition to HyperX Omen monitors. The upcoming successor to the HP Victus 15 is also slated to be released as a HyperX Omen 15 model.
Brand Origins
HP acquired HyperX in 2021. Prior to its acquisition, HyperX was recognized for its gaming accessories, including headsets, mice, microphones, and keyboards. The brand was originally established in 2002 by Kingston, initially focusing on DDR1 RAM sticks.
In contrast, the Omen brand has a history rooted in computer manufacturing. Its lineage traces back to VoodooPC, a Canadian company acquired by HP, which was founded in 1991 and known for its distinctive desktop designs. Noteworthy examples of this design heritage include the 2009 HP Firebird and HP's Omen X desktop from 2016.
Industry Precedents
This rebranding initiative by HP follows similar shifts observed within the technology industry. A notable example is Dell's earlier decision to alter its XPS brand naming, only to reverse course and reinstate the XPS branding approximately a year later. Dell COO Jeff Clarke commented on the importance of such decisions, stating at the time that "Marketing matters."