Launched in 2015, Predator is a game-focused brand owned by Taiwanese computer manufacturer Acer. The brand stands for gaming hardware designed by gamers themselves for their peers. A particular challenge was that the brand was launched quite late on the market, when many competitors had already positioned themselves in the growing gaming segment. It was therefore important to attract a lot of attention right from the start and to establish the brand in the premium segment. The brand name itself, Predator, already conveys the notion of competitive spirit – underlined by the tagline “Conquer New Worlds”. The logo, congruently, is inspired by the warpaint of archaic tribes and features concise, sharply drawn lines that, at the same time, lend the word and figurative mark its futuristic look. This appearance of the brand is consistently continued in the product design. The hardware devices are also marked by a striking design, but what is more, they all feature a variety of technological innovations that promise an intense gaming experience. Many of these products have already received a distinction in the Red Dot Award: Product Design. The aggressive brand identity is complemented by a communication strategy that aims at making customers identify strongly with the brand by turning them into members of the Predator tribe. To build trust and credibility among the target audience and solidify the Predator community, the company has been engaged in educating gamers in training rooms (Predator Lab) and is active as a sponsor of gaming events and tournaments. Alongside strategic partnerships with universities and selected games such as League of Legends and Intel Extreme Masters, the company’s 360-degree brand campaign “Summon Your Strength” ensures a high profile. Moreover, since 2018, Predator has been holding its own e-sports tournament (Predator League) to expand its reach, attract new customers and further strengthen the brand.