Sades is a Chinese consumer electronics brand specialising in gaming peripherals, best known for its gaming headsets. The company has since expanded its portfolio to include keyboards, mice, microphones, monitors, speakers, gaming furniture and accessories. Sades positions itself around accessible pricing, immersive audio performance and design elements tailored for esports.1 Its official global website is sades.gg.6

Note on founding dates: Corporate materials distinguish between the start of manufacturing operations and the launch of the consumer brand. While the company produced its first headset in 2002, the Sades brand was formally established on 4 January 2012.1

The company’s registered address is in Futian District, Shenzhen, Guangdong, China, and it operates as Shenzhen Sades Digital Technology Co., Ltd.2

Early manufacturing (2002)

Sades traces its hardware manufacturing origins to 2002, when it produced its first headset. This predates the creation of the consumer-facing Sades brand by a decade.3 The year 2002 marks the beginning of the company’s manufacturing history, whereas 2012 is recognised as the start of its branded gaming peripherals business.

Manufacturing expansion (2011)

In 2011, the company established a new factory in Dongguan, China, with over 50,000 m² of production space.4

Entry into gaming (2012)

On 4 January 2012, the Sades brand was created with the objective of providing high-quality gaming experiences without prohibitive costs.5 Around this time, the company set up its head office in Shenzhen and focused its operations specifically on the gaming industry.6

World Cyber Games partnership (2013)

In 2013, Sades became the exclusive gaming headset provider for the World Cyber Games (WCG) finals.7 This partnership marked the beginning of esports collaborations as a central pillar of the brand’s marketing strategy.

Esports expansion (2014–2018)

Sades subsequently developed relationships with teams and competitions across Asia. Historical records indicate partnerships or sponsorships involving organisations such as OMG, Longzhu Gaming, J Team, Raise Gaming and various Indonesian esports teams. The brand also became associated with the League of Legends Master Series (LMS) and other regional events.8

In 2018, Sades expanded into PUBG sponsorships with teams including SADES Gaming Draco and SADES Gaming Pegasus.9

International positioning (2019–2022)

During this period, Sades transitioned from being perceived primarily as a Chinese manufacturer to an international gaming brand. In a 2020 interview marking its tenth anniversary, the company reported reaching gamers in over 40 countries. It also explained that its Chinese name, 赛德斯, represents a concept roughly translating to a “good/honourable sense of gaming”.10

Esports activities continued through 2022, with partnerships spanning titles such as PUBG, League of Legends, Free Fire, Mobile Legends and Teamfight Tactics.11

Ecosystem expansion (2023 onwards)

Sades has moved beyond its traditional focus on audio peripherals. The current product ecosystem encompasses gaming headsets, keyboards, mice, microphones, monitors, monitor arms, speakers, gaming furniture, mousepads and accessories. The company entered the gaming monitor market in 2023, signalling a shift towards providing complete gaming setups rather than standalone audio devices.12

Name and symbolism

The name Sades is associated with the Chinese characters 赛德斯. According to a 2020 corporate statement, this was intended to convey a “Good/Honourable Sense of Gaming”, reflecting a philosophy of empowering gamers to play with honour.13 The company also utilises the concept of a “Wolf Pack” to describe its community, partners and customers, stating that wolves represent the hunting instinct associated with competitive gamers.14

Core philosophy

The brand’s philosophy centres on gaming immersion, particularly through audio. As headsets remain its historical specialty, Sades views sound reproduction—from footsteps to environmental cues—as integral to competitive play.15 Its broader positioning combines gaming performance, immersion, affordability and esports culture, aiming to provide specialised hardware at accessible price points rather than targeting the luxury segment exclusively.

Gaming headsets

Headsets remain the flagship category for Sades. The range includes wired and wireless models designed for PC, console and mobile platforms. Common features across the lineup include virtual 7.1 surround sound, RGB lighting, detachable noise-reduction microphones, USB and 3.5 mm connectivity, and over-ear designs. Headsets continue to be prioritised at the top of the company’s product hierarchy.15

Gaming mice

Sades produces gaming mice tailored to different genres and preferences. Historically, models like the SADES Axe were positioned for MMO gaming, while others target general PC use. The portfolio has expanded to include lightweight and wireless options.16

Keyboards

Keyboards have become a significant part of the ecosystem, with offerings including mechanical, compact, wireless, RGB and one-handed gaming keyboards. The Katana line, for example, was introduced as a compact wireless mechanical keyboard.17

Microphones

Reflecting the growth of streaming and voice communication in gaming, Sades offers dedicated gaming microphones as a distinct category alongside headsets and input devices.18

Gaming monitors

Entering the monitor market in 2023, Sades expanded its scope from individual peripherals to broader gaming environments. The catalogue includes monitors and monitor arms with varying resolutions, refresh rates and adaptive-sync technologies.19

Speakers and furniture

The product range has grown to include gaming-oriented speakers and soundbars,20 as well as gaming chairs and furniture. This supports the company’s aim of enabling users to build entire gaming stations within the Sades ecosystem.21

A notable development in recent years is the Flash Series, which features gaming headsets with built-in displays inside the earcups. These screens allow users to customise visual content, and Sades described them as the first gaming headsets of their kind to incorporate integrated displays.22 This product line illustrates a strategic shift towards experimenting with distinctive hardware features beyond standard budget peripherals.

Esports has been fundamental to the Sades identity. Rather than relying solely on traditional advertising, the company has historically engaged through team sponsorships, tournament partnerships, official peripheral supplier roles, gaming events and community activities. Partnerships have included organisations such as Longzhu Gaming, J Team, Raise Gaming and various Indonesian teams.23 This strategy has helped establish credibility among competitive gamers, particularly in Asian markets.

Indonesia is a key market for Sades. PT. Indigital Trading serves as the official distributor, describing the brand as focusing on quality gaming equipment at accessible prices.8 The local product ecosystem includes headsets, keyboards, mice, mousepads, accessories and gaming chairs. Products are available through major e-commerce platforms including Tokopedia, Shopee, TikTok Shop, Blibli, Bukalapak and Lazada.12

Indonesia also features prominently in the brand’s esports history, with sponsorships extending to local organisations such as ExOne and Pondok Gaming.25 Additionally, Ryunix is marketed in Indonesia as a product series under the Sades brand, covering items such as keyboards and mice.8

Sades maintains significant in-house research, development and manufacturing capabilities. Engineers test product functions with attention to material selection, industrial design, hardware development, durability and performance. Corporate information identifies Shenzhen as the headquarters, with historical manufacturing operations based in Dongguan.26 This vertical integration allows the company to compete effectively in the price-sensitive gaming peripheral market.

Sades occupies a position between generic budget peripherals and premium enthusiast brands. Its historical value proposition appeals to gamers seeking gaming-specific design, surround sound, RGB lighting, mechanical switches and wireless connectivity without premium pricing. This “value-oriented gaming gear” positioning aligns with the company’s stated rationale for establishing the brand in 2012.5

• 2002: First headset produced; beginning of manufacturing history.3
• 2011: New Dongguan factory established.4
• 2012: Sades brand established; focus shifts to gaming industry.5
• 2013: Becomes exclusive headset provider for WCG finals.7
• 2014: Partnership with Chinese League of Legends organisation OMG.8
• 2015: Esports sponsorships expand to include NESO and Hong Kong events.8
• 2016: Continued expansion of team relationships and event presence.8
• 2017: Association with LMS; sponsors Longzhu Gaming, J Team and Raise Gaming.8
• 2018: Expansion into PUBG and Indonesian esports sponsorships.9
• 2019: Development of proprietary esports team activities and international sponsorships.10
• 2020: Tenth anniversary as a gaming brand; reaches gamers in 40+ countries.10
• 2021–2022: Continued partnerships including Beyond Gaming and Free Fire competitions.25
• 2023: Enters gaming monitor category; ecosystem expansion continues.12
• 2024–2025: Further integration of gaming hardware; release of experimental products like display-equipped headsets.22
• 2026: Global catalogue covers headsets, keyboards/mice, microphones, monitors/arms, speakers, furniture and accessories.24

Strengths

• Extensive history in headset manufacturing dating back to 2002
• Strong specialisation in gaming audio
• Broad peripheral portfolio spanning multiple categories
• Significant and sustained esports involvement
• International distribution network
• Value-oriented market positioning
• Expansion into monitors and integrated hardware
• Active presence in Asian gaming markets, including Indonesia

Considerations

• Global brand recognition remains lower than major competitors such as Logitech G, Razer, SteelSeries or HyperX
• Product quality may vary between models and generations
• Extensive model numbers and regional distributors can create confusion regarding naming and availability
• Brand familiarity differs substantially by country, with strongest historical visibility in Asian markets

1. sades
2. Celebrating its First Decade: 10th-Anniversary | SADES
3. COMPANY | SADES
4. TEAM SADES_SADES NETWORK_SADES
5. Sades
6. SADES Global – Your one-stop solution for gaming gear
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8. Homepage – Sades | Ryunix
9. Unveils World’s First Gaming Headsets with Built-In Screens | SADES
10. About us – Sades | Ryunix
11. Gaming – Sades | Ryunix
12. Marketplace – Sades | Ryunix
13. sades.gg
14. 关于我们 |赛德斯-专业游戏耳机 游戏键盘 游戏鼠标品牌
15. O marce Sades – Sades Polska
16. Quem Somos – Sades Brasil – Acessórios Gamer, Teclado, Mouse, Headset e Mais
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24. SADES Global – Your one-stop solution for gaming gear
25. Beyond Gaming 2021 Spring | SADES
26. sades.gg