HP Inc. is folding its OMEN gaming lineup into HyperX, betting that a single master brand can sharpen its push into high-end PCs, displays and peripherals as competition intensifies for gamers’ spending.
The company unveiled the strategy at the CES trade show in Las Vegas, alongside a slate of new products that lean heavily on artificial intelligence, faster displays and custom hardware.
HyperX will now serve as HP’s end-to-end gaming brand, spanning laptops, monitors, controllers and software, the company said.
The move brings together two names HP has spent years building — OMEN for gaming PCs and displays, and HyperX for accessories — under one banner as rivals such as Lenovo Group Ltd.’s Legion and Dell Technologies Inc.’s Alienware expand tightly integrated ecosystems.
“Gamers deserve a seamless experience that matches their passion, from the systems that power their worlds to the gear that connects them,” Josephine Tan, senior vice president and division president of personal systems gaming solutions at HP, said in a statement.
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At the center of HP’s CES lineup is the HyperX OMEN MAX 16, a new flagship gaming laptop that the company says is its most powerful to date. The machine is designed to deliver up to 300 watts of total platform power, a jump from the previous generation, using Intel’s Core Ultra 200HX processors or next-generation AMD Ryzen AI chips paired with Nvidia’s GeForce RTX 5090 laptop GPU.
HP said the device relies on a fully internal cooling system, including a redesigned OMEN Tempest Cooling Pro architecture with a third fan, to sustain performance during extended gaming sessions.
The laptop also features a high-polling-rate keyboard aimed at reducing input lag and an OLED display option with a 240-hertz refresh rate.
Artificial intelligence plays a bigger role this generation. HP is positioning its OMEN AI software as a one-click optimisation tool that automatically tunes operating system, hardware and in-game settings to boost frame rates, removing the need for manual configuration.
The company also expanded its display portfolio with the HyperX OMEN OLED 34, a 34-inch ultrawide monitor built on next-generation V-stripe QD-OLED panel technology.
The monitor offers a 360-hertz refresh rate and near-instant response times, targeting competitive players as well as creators who need accurate color reproduction. Features such as USB-C power delivery and a built-in KVM switch are aimed at users juggling multiple devices.
On the peripherals side, HP introduced the HyperX Clutch Tachi, its first Xbox-licensed arcade-style controller. The leverless controller uses magnetic switches and supports extensive customization through HP’s NGENUITY software, including user-designed modifications produced via 3D printing.
HP also previewed a more experimental product: an in-development HyperX gaming headset created with neurotechnology startup Neurable.
The headset uses electroencephalography sensors and AI to interpret brain activity in real time, with the goal of helping players improve focus and accuracy — an early signal of how HP sees neuroscience intersecting with gaming.
The new products are expected to be available in the spring through HP’s website, with pricing to be announced closer to launch.
For HP, which has been working to revive demand in a sluggish PC market, gaming remains one of the more resilient segments.