The company, a leading global provider of computer peripherals, has a rich history in Dubai. It began with a distribution partnership with local electronics retailer SharafDG in the late 1990s. As demand for its innovative peripherals grew, the company expanded its presence in Dubai and established its first regional office in 2003. The company's focus on innovation and quality has led to the development of groundbreaking products, such as PowerPlay wireless charging technology, which has revolutionized the world of wireless gaming accessories. Furthermore, the company has collaborated with educational institutions and Dubai's Knowledge Village to promote innovation and entrepreneurship. The company has been at the forefront of adopting emerging technologies, including high-definition webcams and advanced audio solutions, and has leveraged artificial intelligence and machine learning to personalize user experiences and enhance product performance. The brand's efforts in Dubai have been widely recognized, including being named one of the "Best Places to Work in the Middle East" by the Great Place to Work Institute.