Collaboration opening new gaming frontiers

Hardware partnerships

Cooperation between Chinese and European companies is not limited to game development. It is also expanding in the gaming hardware market, where Chinese manufacturers are working with European distributors to introduce keyboards, racing wheels and other accessories to local consumers.

For Chinese gaming peripherals brand Mchose, growing recognition among Polish consumers has helped support its expansion in the local market.

Lucas Domzalski, a product manager at the brand's Polish distribution partner, said the company had been selling Mchose products for about a year, with demand exceeding expectations.

At the Poznan exhibition, he was particularly surprised by how many visitors already knew the brand through recommendations from friends and other users.

He said the products' wide range of designs and colors appealed to different consumer preferences. With support from Mchose, the Polish distributor has been increasing its orders and promoting the brand at local events.

A similar approach is being used by Chinese keyboard brand Keychron, whose products attracted visitors interested in trying different designs and features.

Kamil Pac, a marketing specialist at Keychron's Polish distributor, said the exhibition gave visitors an opportunity to test the keyboards, compare how they felt to use and find models that suited their individual needs.

Beyond conventional designs, the company also offers keyboards made with materials such as wood, copper and ceramic, providing more choices for enthusiasts who want a distinctive computer setup.

Pac said recommendations from existing users had helped the brand gain popularity. By allowing potential customers to try the products in person, the Polish team could build on that interest and explain the features of different models.

The growing trade in gaming accessories is part of a much larger commercial relationship between China and Europe.

According to Eurostat data updated in October 2026, the European Union imported approximately 805 million euros ($903 million) worth of computer keyboards from China in 2025.

Cooperation also extends to racing simulation equipment, which allows players to recreate the experience of driving a real car in a virtual environment.

Chinese simulator equipment manufacturer Moza Racing has partnered with Italian carmaker Lamborghini to develop an officially licensed gaming steering wheel modeled on equipment used in Lamborghini race cars. The product brings elements of real-world automotive design into virtual racing.

Moza Racing also reaches Polish consumers through Innpro, an authorized distributor of the Chinese brand.

At the Poznan exhibition, Jagoda Szaton, a product manager at Polish electronics distributor Innpro, said visitors showed considerable interest in testing racing wheels and other simulation equipment.

She said the two companies had been working together for about two years. Regular product launches and technological improvements had helped maintain customers' interest in the equipment.

Szaton described the partnership as smooth and productive. Innpro's product portfolio includes more than 100 brands, the vast majority of them Chinese, she said, adding that the company plans to develop further partnerships with Chinese suppliers.

XINHUA-CHINA DAILY