Today we meet Alex von Malmborg, Category Manager at Aurdel – a group that owns, among others, Deltaco Gaming – a brand that has established a strong position in a fast-growing market where consumer expectations continue to rise.
As the gaming market expands, the balance between performance and price becomes increasingly important. For Deltaco Gaming, the focus is on making technology accessible to more people – without compromising on what truly matters in the user experience.
– It’s incredibly fun to work in a field that has been both an interest and a hobby for most of my life. It’s a constantly evolving industry, and what inspires me the most is being close to product development and spotting new trends early – then making them available at an accessible price point, says Alex von Malmborg.
From passion to product strategy
In recent years, Deltaco Gaming has expanded its portfolio to meet a broader range of user needs.
– We’ve significantly broadened our assortment across all categories. Today, we cover more price segments to meet different customer needs. We’re also seeing more consumers discover and consider our products in their purchase decisions, where user reviews play a key role in helping people understand how products are actually experienced.
It’s no longer just about technical specifications – it’s about how products perform in real life, he adds.
Explore the full test here
DM370 Wireless gaming mouse & Wireless PS5 Pro Controller
DH330 Wireless Gaming Headset
Test pilots that uncover real insights
Through product testing in collaboration with Smartson, Deltaco Gaming has gained deeper insights into its products – from gaming mice and PS5 controllers to headsets.
– Our ambition was to gain more in-depth reviews, where users thoroughly tested the features and evaluated the products to their full extent. We wanted to understand which functions are truly appreciated and what really matters in entry-level and mid-range segments.
The results confirmed that the smart features developed are valued, while also highlighting which compromises users are willing to accept to maintain an attractive price point.
The feedback revealed clear priorities among users: value for money, comfort, ease of use, and flexibility in functionality. At the same time, it highlighted where trade-offs are acceptable.
Reviews that influence both development and purchase decisions
– They are valuable from a product development perspective in understanding which features and functionalities matter most to our target audience. At the same time, they help potential customers make more informed decisions before clicking the purchase button, based on detailed product reviews available through our retailers.
For Alex von Malmborg, authentic customer reviews have become a central part of the entire customer journey – from development to conversion.
From user-generated content to consumer trust
According to Per Guinchard, Digital Strategist at Smartson, the shift is clear:
– Authentic reviews and user-generated content are becoming increasingly important in building trust. It’s when real users share their experiences that products truly come to life in the digital purchase journey, says Per Guinchard.
For Deltaco Gaming, collecting feedback is only part of the equation – activating it is just as important.
– We use Crowdscore on our product visuals and share the material with our retail partners to support and strengthen the brand. It’s a concrete way to showcase real user experiences and build trust at every touchpoint, says Alex von Malmborg.
When user voices become the competitive edge
In a market where many products compete within the same price segment, it’s becoming increasingly difficult to stand out through specifications alone.
For Deltaco Gaming, the answer is clear: let users define the value.
And ultimately, that’s where the true competitive advantage lies – in what real gamers actually think.