One Ecosystem, Global Play: Thunderobot at IFA

From September 5th to 9th, 2025, Berlin welcomed IFA, one of the world’s premier electronics exhibitions, where leading global brands and cutting-edge innovations converge. Chinese gaming technology company Thunderobot made its appearance under the theme “AI IN GAMING,” unveiling new AI-driven PCs and a comprehensive esports ecosystem. The showcase demonstrated Thunderobot’s latest achievements in creating immersive, connected gaming experiences for a worldwide audience.

 

 

Public Listing and Sustained Brand Growth

Founded in 2014, Thunderobot is recognized as a pioneer in China’s full-scenario gaming hardware landscape. A major milestone came in December 2022, when the company went public on the Beijing Stock Exchange, becoming the first dedicated gaming hardware company to list on the exchange – a testament to strong market confidence in its business model and growth potential. By 2025, Thunderobot’s brand value reached ¥21.8 billion, and it was named to World Brand Lab’s “China’s 500 Most Valuable Brands” for the fifth consecutive year.

Product innovation has been the key driver behind Thunderobot’s sustained growth. Leveraging Haier Group’s global R&D, manufacturing, and supply chain networks, the company integrates world-leading technologies to build end-to-end capabilities – from research and mass production to distribution. In close collaboration with industry leaders such as Intel, AMD, and NVIDIA, Thunderobot incorporates advanced AI computing into high-performance gaming hardware, delivering intelligent and immersive experiences to players worldwide. To date, the brand has received hundreds of prestigious awards – including the ChinaJoy Black Gold Award, iF Design Award, and Red Dot Award – reflecting global recognition for its outstanding product design and quality.

 

 

Success in 45 Markets: Localization for Global Expansion

Thunderobot has rapidly evolved from a local brand into a significant global player in the gaming ecosystem. Since 2021, the company has expanded into 45 countries and regions across North America, South America, Europe, the Middle East, Central Asia, and Southeast Asia. It now supports seven overseas marketing centers and is available on 18 major e-commerce platforms, complemented by a growing physical retail network built through partnerships with local distributors. This integrated online and offline presence demonstrates strong resilience and sustained growth in international markets.

Thunderobot’s global strategy centers on regional localization, allowing the company to closely align its products and operations with local market demands and channel characteristics – from product development and sales to after-sales support. This tailored approach has driven impressive results: across CIS countries, Thunderobot and its sub-brand Machenike together capture 18.2% market share, ranking second in the region. After entering the Mexican market in early 2023, the brands climbed to fourth in Mercado Libre’s electronics category and first in keyboards. During the 2025 Amazon Prime Day event in the U.S., Thunderobot’s weekly laptop sales surged 655% compared to the previous week, garnering organic reviews and coverage from influencers and media.

At IFA 2025, Thunderobot’s successful localization strategy has helped to attract significant interest from distributors across Europe, the Middle East, and the Asia-Pacific region – laying a solid foundation for further global expansion.

 

 

Global Growth Strategy: Regional Localization and End-to-end Efficiency

As a flagship brand within Haier’s gaming ecosystem, Thunderobot leverages the group’s global resources to operate a vertically integrated model—from R&D and mass production to distribution. This end-to-end efficiency enables rapid rollout of consumer gaming hardware, ensuring both scalable output and consistent quality control.

At the same time, Thunderobot adopts a highly localized strategy across its global markets, adapting its product mix to fit the unique demands of users in each country or region. The combined strength of its regional localization and end-to-end efficiency allows the company to quickly meet worldwide demand for next-generation gaming hardware while offering partners a stable and scalable collaboration environment.

At IFA 2025, Thunderobot continued to leverage this strategic synergy, connecting with international partners to explore new markets and capitalize on the growing opportunities within the esports industry.