HP Inc. has consolidated its gaming business under a single brand, HyperX, as part of a strategic move to strengthen its position in the fast-growing global gaming and esports market.
The rebranding, unveiled at the Consumer Electronics Show (CES) 2026 in Las Vegas on January 5, brings together HP’s OMEN gaming PCs and displays with HyperX peripherals into one integrated gaming ecosystem. The company said the move reflects its focus on high-performance computing, artificial intelligence, and immersive gaming experiences.
Under the new structure, HyperX will serve as HP’s master gaming brand, covering gaming laptops, monitors, accessories and supporting software. The company said the unification is designed to deliver a consistent experience across hardware and platforms for gamers, creators and competitive players.
Brandspur Brand News reports that HP views the move as a response to rising demand for AI-enhanced gaming systems and unified ecosystems that combine performance hardware with intelligent software. The company said gamers increasingly expect seamless integration between devices, displays and peripherals.
Speaking on the development, HP’s Senior Vice President and Division President for Personal Systems Gaming Solutions, Josephine Tan, said the rebrand reflects HP’s commitment to innovation and user-centric design. She noted that the company aims to offer gaming products that match the intensity and expectations of modern players.
As part of the rebranding, HP introduced several new products under the HyperX banner. Leading the lineup is the HyperX OMEN MAX 16 gaming laptop, which HP describes as its most powerful gaming laptop so far. The device delivers up to 300 watts of total platform power and supports the latest Intel Core Ultra 200HX and AMD Ryzen AI processors, alongside NVIDIA GeForce RTX 5090 Laptop GPUs.
HP said the laptop is engineered for sustained performance during demanding gameplay, featuring a redesigned cooling architecture, a high-polling-rate keyboard, a 240Hz OLED display, and AI-based performance optimisation through OMEN AI.
The company also unveiled the HyperX OMEN OLED 34, a 34-inch ultrawide gaming monitor built with next-generation QD-OLED technology. The display offers a 360Hz refresh rate, ultra-fast response times, professional-grade colour accuracy, USB-C power delivery and an integrated KVM switch.
In the peripherals segment, HP launched the HyperX Clutch Tachi, its first Xbox-licensed arcade controller. The leverless controller is designed for competitive gaming, featuring magnetic switches, rapid input response and custom button mapping via HyperX’s NGENUITY software.
HP further revealed an in-development HyperX gaming headset created in collaboration with Neurable. The headset integrates neurotechnology and artificial intelligence to interpret brain activity in real time, a feature the company said could help improve focus, reaction speed and accuracy during gameplay.
According to HP, the HyperX OMEN MAX 16 laptop, HyperX OMEN OLED 34 monitor and HyperX Clutch Tachi controller are expected to be available on HP’s official website in the spring, with pricing details to be announced ahead of launch.
The company said the rebranding signals a broader strategy to unify performance hardware, intelligent software and emerging technologies under one identity as competition intensifies in the global gaming industry.
