Roughly, how long does it take to make a new product from the start and until it is ready to be bought?

In traditional product cycle terms, our development process is short: anywhere from four months to a year. However, like developing a good computer game, developing good hardware is an iterative process. It starts with spending time at LAN centers, tournaments, and of course gaming yourself (I hope my boss reads this – yep, it’s work) being an anthropologist. Sometimes this leads to big ideas, but more often than not it’s the attention to detail and incremental innovations that lead to great products. In that sense, our development process takes years.

Let us take DeathAdder for example. How many people and pro gamers were involved in the creation process?

Probably close to 100 people contributed directly to the DeathAdder, from internal teams to Razer’s sponsored gaming teams. However, feedback, comments, and suggestions from literally thousands of gamers led to the DeathAdder being the product it is today.

Do you change anything when you target American compared to Asian users?

Every industry seems to be caught up in its conventional wisdom about selling in the U.S. vs. Asia. In storytelling, it’s casting the character as a powerful hero vs. the vulnerable underdog. In automotive, it’s the big car vs. the little one. There’s a share of that in hardware too, but for the most part we see gaming as a global culture. We start with striving for great gaming product design, and tweak from there.

How much time and effort do you put into changing your products after getting feedback from the customers?

As a company with physical products on a store shelf, we’re limited in how much we can change existing products beyond driver and firmware updates. We do occasionally have opportunities to make changes, like adjusting the cable lengths of the Barracuda HP-1 as the result of customer feedback.

When it comes to new product development though, feedback and observations are some of the most influential decision drivers. When a customer writes in telling us how they like a feature on a Razer product, or another could be improved we certainly listen.

Do you seek inspiration from other companies that are out there? Is it possible for you to reveal your favorite none Razer product?

Absolutely. Although we do keep tabs on our competitors, Razer isn’t in the business of parity products. That means taking note, but looking several steps ahead of what they’re doing. Often you’ll find more to inspire you in other industries. We’re always looking at cars, designer goods, sports, and even home appliances for ideas. Yep – your Razer mouse might make toast someday too.

The rumor is that we will see new products from Razer in the near future, could you reveal any juicy stuff?

Unfortunately, not yet. But stay tuned for some cool stuff coming up later this year.

How do you think the future looks like for companies such as yourself and the products you make?

Interactive entertainment, gaming, and the demand for devices that enhance that user experience are here to stay. For companies like Razer with huge, mass-market competitors the future looks bright as long as our products continue to be driven by innovation and a desire to create something beyond the ordinary. Gamers are some of the most discerning customers in any industry. There will always be room for that product offering them the competitive edge.

Thank you for your time. Any last shootouts?

Just a “thank you” to all the great people I’ve met through gaming in the past 20 years for all the fun. Except for all the ones who beat or fragged me, as they were surely cheating.