Sony DADC moves into video game peripherals under Spearing’s leadership

Sony DADC is making its first strategic move into the games peripherals market having signed a deal with US firm Dreamgear. The idea being to diversify DADC through its new Consumer Sales business unit. The exclusive partnership will bring a number of Dreamgear’s peripheral brands to the UK

That includes Bionik, which makes high-end peripherals and accessories for VR headsets; MyArcade, which includes mini portable consoles, mini arcade machines and NES Mini accessories; while iSound and DreamGear offer audio and general console accessories.

The new Consumer Sales unit is being headed up by Chris Spearing, a veteran of the UK peripherals sector, having joined 2 months ago. Spearing has previously had stints as Managing Director at both PDP and Logitech, and so has plenty of experience in the UK peripherals market.

Spearing said: Sony DADC is well established as a strong and reliable retail services provider and will allow the group to further diversify the business as we expand to provide a true end-to-end retail solution. We believe there is an enormous opportunity to engage with partner brands and deliver a unique service which will help with every facet of sales from launch through to end fulfilment, providing a one-stop service which will benefit retail and consumer alike.”

Yahya Ahdout, a founder of Dreamgear commented, Launching multiple brands with a diverse range of products across Europe and other key regions is by no means a small feat and requires a dedicated team with the passion and vision necessary to make an impact at retail. We believe that Sony DADC has the experience and drive required to best represent our line of innovative and exciting products, and we look forward to working with the group to organically grow our global market share throughout 2017 and beyond.”