Roopak, head of marketing and category for India at Logitech, discussed the booming eSports scene in India, highlighting Logitech’s commitment to building a gaming community beyond just selling products. He emphasized the importance of community feedback in product design, citing the PRO X 2 and G515 keyboards as examples. Logitech’s sustainability efforts include using post-consumer recycled plastic and aiming for net-zero emissions by 2030. The conversation also covered the design and features of the G515 and G309 gaming products, aimed at both enthusiasts and professionals, and Logitech’s engagement with gaming communities on platforms like Reddit and Discord.
Check out the podcast here.
You can find the full transcript and easter eggs of the podcast below of Sayan and Roopak.
Hello everyone, and welcome to the gaming central podcast, today we have, how about you introduce yourself, Roopak.
Hi, I’m Roopak, I’ve been with Logitech for almost 20 years now, and various roles, and currently I head marketing and category for India for Logitech.
Okay, that’s very interesting. So tell me, Roopak, what excites you the most about the future of eSports? As we all know, it is booming in India. There’s a lot of games. There’s valorant, there’s bgmi now in India, and we have so many things. We have upcoming Indian games as well. So what do you think about the future of eSports?
In so many years at Logitech, what I’ve seen eSports has evolved in a big way. One of the important things, what I see off the net is a mainstream acceptance like what you see, say a few years ago, when people used to look down upon, today, it is more of an accepted part of your life, the people see eSports as a career growth opportunity. So mainstream acceptance or recognition, that is something which is one of the biggest things. And since mainstream acceptance has come, Government of India also has recognized it, say, a year ago, Government of India also added it in one of their growth part, when finance minister talked about that gaming industry is growing big, and we send our team to say, various eSports opportunities, what comes in, like Asian Games. And also, I feel here this mainstream organization recognition has played a big part, where it’s become part of your lifestyle, part of your living room. And yes, it’s gonna continue to grow big. So I’m very positive about eSports.
That is absolutely amazing to hear. And how do you think that Logitech is like building a community around gaming beyond just selling products.
It was never always selling the products. From the time we started, I will say when I joined Logitech, the gaming community exists and gaming fans exist in various forms, and it has only grown big in India. And Logitech has grown with the community. It’s a community which has helped us to grow. We support community in whichever way possible, whether it’s supporting them in eSports events, if you look at the world’s best teams in the world, you will see that Logitech sponsors them, and we want that them to grow big and with them, even in each countries, we support eSports talent. So it’s always a community first, and it is because of the support of the community where Logitech G is a loved brand today.
That’s interesting to hear. Yeah. Do you think that there are some products that Logitech is particularly proud of, and maybe why that product is so much you guys are proud about?
Every product. To tell you, it is designed with the help of gamers. So I cannot say this is only three products because gaming communities engaged with us. Gamers are engaged with us in producing different product lines, whether it’s a beautiful product like PRO X 2, recently launched product like G515, or G309, or our wheels or simulation. So everywhere, the gaming community has supported us and to say that I should be proud of one product. No but yeah, One of the few products which I like is Pro X, super light, too. When it got launched last year for a product which is so lightweight, less than 63 grams, but so much of technology built in and loved by the best Esports players in the world, that’s something, as we say, shows our capability in developing a product. Hats off to our R and D team to do that. And this R and D team, actually, who develops it are also gamers, and they work with gamers out there. G515, keyboard, which we recently put out is a low profile key with a lot of technology built in, for example, one example of talk is one key. You can have 15 different functions.
I was checking it out. Yeah.
So every product that we launch, brings in a lot of new tech and is meant for gamers to improve their gaming. It’s not that we build in so much tech that okay, it should remain unusable. Every tech, every software, combined, hardware, product, what we launch, and every feature we want gamers to improve and do well in their Esports or when they play casualty.
I would like to add something in this as well, that a couple of my friends are gamers as well, and most of them are using Logitech products, and I have never seen them complain about anything like they are so happy with their purchases that like it feels, you know, I feel like I should also get into it, get into getting things, gaming.
I surely suggest, because every new product brings a lot of new tech and, yes, really helping community do better, and they are welcoming it. So please do try it. And nice to know your friends are fans of Logitech.
Yeah, they are. They are. So which brings me to the next question I have is like, how does Logitech decide that maybe in the market, this product is new to introduce to the normal audience, apart from the gamers.
So there is no one simple process to it. Now, the general process, what people do is, you do research, look at some pinpoints, look at feedback. So we go through multiple iterations of a lot of things, whether it’s research, consumer feedback, engaging with the community. And when I say community, it doesn’t mean only the gaming community exists. There is a community of designers, there is a community of coders. So there is a community which we engage with everyone and everyone gives feedback. Actually, when you said, if not giving all product lines go through different processes of understanding the customer, understanding the pin points, understanding, okay, what is required from and what we can also do best and bring best to the customer. So, for example, you cannot sit on a product like, say, G502 X, which is in fourth or fifth generation today, that was the best flex there. So you always try to bring in a new sensor in it, new switches in it. And those, every time, every new iteration, we try to see that. Okay, let’s bring in the best and best for the gamers.
Yeah, it makes sense.
It’s a combination of multiple things. It’s not one thing which works out there.
Yeah, I understand. So do you think that sustainability is also important to Logitech in any way, like any example of Logitech reducing its environmental impact, something like that?
Thanks. You asked this question, but this is one of the topics, which is like very much, plays in our heart, also Logitech employees, which we are in. And to give an idea, Logitech didn’t start this initiative in recent times. It started with, we signed up with a group called RBA, Responsible Business Alliance in 2007
Yeah, Okay.
It’s quite long, long back. Then you have the Paris Climate Agreement, where they said, We should have thought we would become part of it where we said, Okay, we agree to that 1.5 degree reduction, climate control. We agreed on the emission control because under Paris climate control, you have scope one, scope two and scope three, the scope one and two are in your control, which is the former. So with all these scope of reducing the emission, logitech has taken it as a target to become net zero. We call it generally net zero. So we started with something called carbon neutral labeling, on our boxes, so the consumer gets to know how much carbon footprint this product will have from the time of sourcing of raw material to its end of life cycle, the entire product management life cycle, so that we have a “how much? how many tons of carbon it will consume.” And the whole idea is that every labeling we want to reduce, and we want to become net zero. Now, whether it’s the scope 123, of Paris climate control, or within our own challenge of reducing the use of renewable energy, using product lines, products, which is called PCR plastic, post consumer recycled plastic. And we write in our product boxes how carbon neutral this product is, and I’m very proud to say that Logitech gaming products are fully carbon neutral. Currently, 73% of products have post consumer recycled plastic, and by 2030 which is say, around six years from now, we just want to make it 100%. We also want to ensure that we follow all the global norms under sustainability. And possibly I will also share a report after this meeting, also that, every year we publish an Impact Report.
Now this is really impressive. Yeah, you know, I even had this question planned that what Logitech has in its mind for the next five years in the field of sustainability, but it seems like you guys have already planned it out, and it is very impressive, yeah.
We have a roadmap where we say that, okay, when each year or every two years, what we achieved, and say in 2023 what we achieved, in 2019 what we achieved, like renewable energy was one of the things we want to work on. Our factories run on renewable energy. Now, if you look at lot of our products, use aluminum. Aluminum is a very energy intensive product to make, it uses physical energy to make it. So these are things, which is kind of a strategy built in for years now. And we have a plan till 2030. And this is not only emission, or what you call, using post consumer recycled plastic or energy parts. Even when we are designing a product, we call it design for sustainability. This was a project we took over last year, designed for sustainability. And every design, when we say design for sustainability, my product, which is our product itself and the packaging, because there was a time when we used to use virgin plastics, and today we use paper sourced from very much those forests which is allowed by UN or rest of the worldwide agencies. So we are responsible for sourcing there only, also for packaging also. So we don’t source it by cutting trees. We are the carbon neutral thing/work plays in every part of it, including our supply chain. Our supply chain, Whom do they source it? How do they source every level it plays? And this is just becoming stronger every year and year.
I mean, it is actually very commendable on Logitech’s part that a lot of companies nowadays overlook these factors. But it is very nice to hear that it is all planned on your end.
So I will encourage you to read our impact report. I will share it, possibly Tanisha or Deeksha will share it with you.
Definitely!
Every year we publish it, and this year’s report has a lot of things which possibly I would have missed out on, you can see in that.
I will surely go through that.
Thank you.
Alright, then. So this brings me to the next question, which is, what inspired the design of the G 515 Lightspeed TKL wireless gaming keyboard? And like, maybe, who is the target audience for this product?
So if you look at G 515, the keyboard which we have launched, which has almost 48 hours of play, and a low profile key with ergonomic design 1.3 mm actuation. All this technology and wireless with very almost nil latency. Now, all these products, and technologies are loved by every level of gamers. Now, those who are enthusiasts, those who are pro and for the kind of technology it is built in, this is meant for every enthusiast as well as pro. This is not very specific to only one type of gamers and like what thought process went in. Yes, we always look to bring in, bring new products for our consumers, in gaming, every few months, you will see. G, 515, was one of the best tech we have released on keyboard till now, and much more to come. And this product has a design like, when I say low profile key, when you play for long hours, you don’t worry about your wrist pain or taking a rest for your wrist because of the low profile piece. And obviously GL key is what comes in it. I told you a little bit back that with one key, you can put a command of 15 different functions using our G hub software.
Yeah.
So all these features are meant for any type of gamer you are, but yes, if you’re a core enthusiast esports player, this will not fail you.
And how about you, tell me about the Logitech 309, Lightspeed wireless gaming mouse. You know, I saw its design, and it looked very fancy to me, like because it was, it looked awesome.
Thank you. So yes, again, G 309, is again an iteration of a continuously long range of wireless mice, which we have produced in gaming. And every time, when we try to bring in a new product under mice, we try to see what best we can offer and what cutting edge technology we can give you. Now, an interesting thing is that when a year ago, we launched a pro mouse, which was 63 gram and less, or say, less than 60 gram, and this particular product is also, it’s around 86 grams. And the good part, we have all the technologies, Lightspeed, which is a very much high speed gaming, wireless gaming technology. We have light force, which essentially ensures that your switches, which you play for long hours, will not have any smoothing or anything. It will have zero smoothing, actually. And the kind of response you need, or efficiency you need that is there in the light force, which is then obviously what comes is everyone’s mind, is battery life, how long it will play when you lose, and if you are using a very much in an Esports mode with a light speed dongle, it will play for 300 hours on a continuous basis, or constant motion, we call it. And if you are using a blue tool set, it will work for 600 plus hours.
You also talked about the weight. I feel like the weight of the mouse also plays a big factor for Esports players, because for shooting in a very fast manner, it, is definitely there. And the weight is fairly, very less in this gaming mouse as well.
So what happens? One, you should have weight, which helps you to move, glide smoothly.
Yeah.
That thing works with something called a feet, like we have something, we call it feet. Under the mouse, we have feet.
Okay.
This feet is essentially a technology called PTF, which is their existing for years, which, in some words, people understand def law, something on similar line and this is called Zero additivity, that means that this particular chemical, what helps us to make this will be in this color, because we add any color, it will add to friction. So this is as much friction as we can reduce it so that you can glide as smoothly as possible. So when you have a light white mouse with PTFE feet, it just helps you to glide very fast.
Makes sense. Yeah, and like, do you think that these new products fit into the overall gaming product line of Logitech.
So the whole offering, what we’re giving to our customers, our gaming enthusiasts, is that you have for every type of game you play, this product will work. It’s up to you, how do you want to define it? How do you want to program it? How do you want to use our G hub software and work with it, or how your palm size fits in. You want a bigger mouse, smaller mouse? We have every type and everyone has a bigger, best tech involved added into it. So we have given a choice to the consumers, from the design perspective, from the technology perspective and size or so, these are things which go in for offering such a big assortment to the customer, and we love to leave the choice to them.
Okay, so next up we have what is like Logitech’s opinion on the evolution of eSports from like a niche hobby to a mainstream phenomenon, like everyone is accepting it, finally, because earlier, it used to be very stigmatized that “What even is eSports like, only real sports are a thing.” And maybe, like, what role does Logitech play in, like, nurturing this growth of eSports?
Like I was telling earlier, since it has grown from a hobby, but yeah, rightly said, it was a hobby where there were a number of players and obviously hats off to those people who consistently put for moving it into the mainstream. And yes, it has reached a stage where it is mainstream, because I remember from an example, let’s say I was in, I’m in Bangalore for so many years, so there used to be gaming cafes, and the cafes were never in a very mainstream area, and they have to be careful with cops or whatever.
Yeah, it is bringing back a lot of memories. It is super nostalgic thinking about those cafes, you know. I’m sure most people have spent their time who all were slightly into gaming. They have spent their time in those cafes.
If you recall, those were the times when, yes, cafes existed, yeah, not in a very high profile place.
Exactly, exactly.
Those were the times yes it was looked down upon, they used to combine it with something like it’s gambling, not looking at skill. But today, the people identify this as a game of skill, that’s why the government of India also recognizes this and they don’t call it gambling. And the good part, possibly, is that post covid, the acceleration has been big. Today you have gaming cafes across India in mainstream places, supported by different brands and industries. And when I say different brands, it’s not the gaming brands alone. Today. You have FMCG brands or any of the mainstream brands in that other side also supports eSports. Clothing brands.
Yeah, exactly. I was like, I was about to say clothing brands.
Exactly. So even when you walk into any of the clothing stores today, you will find a lot of the dresses that have those characters of gaming or which we as gamers identify with. So that’s okay. It has become an extension of our lifestyle. It is not so from that point of yes, we see that yes, this acceptance has grown wide. Logitech supports it in every way possible. We, as I spoke about earlier, also say that yes, eSports is one thing we support. Talent is something we support. We have been approached by universities to create Gaming curriculums, and I’m not saying we have closed anything with them but, this is the level of engagement Logitech goes down to ensure that esports is not purely the people who play, but there are career opportunities on every side of, every aspects of it. We support it every way.
In what ways is Logitech planning to connect with the younger generations via maybe social media platforms like Reddit, discord? Do they play a big role like anything regarding that? If you can tell me.
Every forum, every community, actually, we try, we are with them, because that helps us to listen the whole listening, building feedback, and that feedback is what ensures that our product becomes better and better.
Yeah, you were also telling me that the customer feedback is a very important aspect as well.
We take feedback, we do product testing with the customers. We check our design testing. Sometimes we do it. So most of the product line, which has very much an ergonomic design, we work with consumers to understand how they feel about it, the touch and feel. How do they like it? Because it’s not only the design, how you hold the product, even the material, what goes into it, definitely that also matters for you to get that comfort and that. See, the whole idea is that when you hold a product like a mouse or any other accessories, like a keyboard, you are not enjoying the accessories, these accessories ensure that you get that immersive experience, and you will forget this product exists.
Yeah.
That is the kind of thing which comes from the design comes from the material, CMF, what we call it. All these things play a role. And when you say Reddit or Discord, yes, we are engaged with them for a long time, with different communities, or Logitech GX, yes, we work with a lot of communities. And yes, we listen to them, listen to their feedback. And yes, that’s what goes back in our product offering, our product services, everything.
Finally, I would like to have, like, a personal question, which is, I see a lot of certificates behind you, right? So that is very impressive. I’m like, congratulating you on that, and like, maybe you, if you want to tell us something big that Logitech has achieved, like for you, that was like, yeah, it is very good, it is such an amazing accomplishment I have done, or my organization has done.
What I have done is an extension about organization. So I don’t want to speak about myself, but yes, Logitech in India. See, I’m going to be 20 in this industry or and there’s not industry in this company, but this company was there before me, and from the time I joined, also, they have done, accomplished lot of things in India, the space of productivity, be it in the space of gaming, and today, we’re in the space of remote working scenarios like video conferencing or personal collaboration product line. So everything that we are bringing has been well adopted and accepted by consumers in India.
Yeah.
I’m very thankful for that and we continue to bring in Best of The Tech, best of the product line. And I cannot pinpoint that this is a reason, or this a proud moment for me, but every time we get an acceptance of a product as well, it gets accepted well, we are proud of and thankful for our consumers.
It was really nice and very formative interacting with you, Roopak.
Thank you. Sayan,
Anything else you want to say about the new, upcoming launches.
So we have a launch next, very exciting range around gaming, which is obviously we just discussed G 309.
Yeah.
Just stay tuned. We’ll be having more announcements in the coming months, and there are a lot of things which are actively going to happen in the next few months, and we will be offering a lot of different new product lines.
Super hyped for them.
Oh, sure. And we’ll request, yeah, give more feedback. How do they like the G 515, and G 309, we hope you all liked it.
All right then. Thank you so much, Roopak for telling us so many things. It has been amazing.
Thank you. Bye.
