What GuliKit does

GuliKit, legally GULI TECH CO., LTD, is a private Shenzhen-headquartered gaming accessories company founded around 2015-2016. It designs, manufactures, and sells gaming controllers, replacement joystick modules, wireless adapters, docks, and accessories under its own brand and as components for other hardware vendors.

The company's product portfolio is built around proprietary electromagnetic joystick technology (Hall Effect and Tunneling Magnetoresistance/TMR sensors) that eliminates stick drift, supplemented by a patented magnetic-levitation vibration motor, the Hyperlink 2 ultra-low-latency Bluetooth protocol (claimed 2.95ms latency and 810Hz polling), and patented features such as Auto-Pilot Gaming (APG) macro recording and Smartrigger analog/digital triggers. Flagship consumer products include the TT MAX and TT PRO controllers, the ES/ES PRO e-sports controllers, the Elves 2 portable controller, the Goku 2 cross-platform wireless adapter (the first to natively support Switch 2 Pro Controller on PC), and the GuliKit Switch 2 dock. Tier-1 OEM partners integrate GuliKit components into flagship hardware, most notably ASUS ROG embedding GuliKit TMR joysticks in the ROG Xbox Ally X20 handheld.

GuliKit operates a hybrid go-to-market combining direct-to-consumer e-commerce through its multilingual website, Amazon storefronts in eight countries (US, UK, FR, IT, ES, NL, JP, DE), regional distribution partners (ONO Trading Co., Ltd. in Japan via Rakuten; RH Business Trading in the US), and B2B component supply to gaming hardware brands including ROG, Corsair, Scuf, Backbone, 8BitDo, and AYANEO. Primary customer segments are gaming enthusiasts and multi-platform gamers who value drift-resistant, low-latency hardware, with a secondary aftermarket/repair segment serving handheld device users (Steam Deck, ROG Ally, Switch Joy-Con owners). The firm is privately held, founder/management-owned with no disclosed external funding rounds.

Name

GuliKit

Legal name

GULI TECH CO.,LTD

Website

https://gulikit.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

GuliKit is a Shenzhen-based gaming accessories company that designs, manufactures, and sells controllers, electromagnetic (Hall Effect and TMR) joystick modules, wireless adapters, and docks to gaming enthusiasts, multi-platform gamers, and as OEM components to brands such as ASUS ROG, Corsair, 8BitDo, and AYANEO.

Ownership category

akta.pro rank

Product category

Gaming Accessories

NAICS

Doll, Toy, and Game Manufacturing (33993), Hobby, Toy, and Game Retailers (45912)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Electronic Components & Accessories (3670)

akta.pro primary industry

Game Controllers, Joysticks & Flight/Driving Sim Controls (HDACAFAC)

akta.pro secondary industries

Game Controllers & Input Devices (Gamepads, Wheels, Flight Sticks) (CRACAOAD), PC Gaming Peripherals Retail (Keyboards, Mice, Headsets, Controllers) (CRACAFAD), Console/Handheld Accessories (Docks, Cases, Stands, Skins) (CRACAOAJ)

Keywords

• Gaming controllers
• Gaming accessories
• TMR joysticks
• Gamepad adapters
• Console controllers

Headquarters

HQ city

Shenzhen

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Gaming Controllers Sales: Sale of proprietary gaming controllers including TT Series, KK Series, ES Series, and Elves Series controllers. Controllers feature proprietary electromagnetic joysticks, maglev vibration motors, and multi-platform compatibility.
2. Wireless Controller Adapters: Sale of Hyperlink 2 and Goku wireless controller adapters that enable cross-platform controller connectivity with ultra-low latency.
3. Docking Stations and Accessories: Sale of TV docking stations for Switch/Switch 2, 7-in-1 docking stations for multiple platforms, charging docks, carrying cases, and controller accessories.
4. Joystick Replacement Modules: Sale of electromagnetic joystick replacement modules for various controllers including Steam Deck, ROG Xbox Ally/ Ally X, Switch Joy-Con/Joy-Con 2, and third-party controllers. Also provides components and custom manufacturing solutions to other gaming hardware brands.
5. OEM/Component Manufacturing: Provides joystick components, customized electromagnetic joystick manufacturing, and complete joystick design and manufacturing solutions to gaming hardware brands including ROG, Corsair, Scuf, Backbone, 8BitDo, and AYANEO.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

GuliKit is a Shenzhen-based gaming hardware company founded in 2016 that designs, manufactures, and sells gaming controllers, joystick modules, adapters, and related accessories for consoles and PC. The company develops proprietary technologies including TMR (Tunneling Magnetoresistance) electromagnetic joysticks, maglev vibration motors, and Hyperlink 2 wireless technology, which it integrates into both its own branded products and supplies as OEM components to other gaming brands.

Product overview

GuliKit is a design-driven gaming accessories brand offering a comprehensive portfolio of controllers, joysticks, docks, adapters, and accessories. The product lineup centers on proprietary anti-drift joystick technology using TMR (Tunneling Magnetoresistance) and Hall Effect sensors, with flagship products including the TT MAX/TT PRO controller featuring patented magnetic levitation vibration motors and 720° tension adjustable joysticks, the ES/ES PRO e-sports controller with high-precision joystick options, and the Elves series of portable controllers. The ecosystem includes Hyperlink 2 wireless technology delivering ultra-low 2.95ms latency, multiple docking solutions for Switch/Switch 2 and Steam Deck, wireless controller adapters for cross-platform connectivity, and TMR joystick upgrade modules for major gaming handhelds including ROG Xbox Ally and Steam Deck. Supporting software tools include APG macro editing, calibration utilities, and rate testing platforms. The company provides components and technology licensing to other gaming hardware brands including ASUS ROG.

Differentiator

Problem solved

Functional benefit

Products and services

• KingKong Controller
• KingKong 2 Controller
• TMR Electromagnetic Joystick Modules
• Maglev Vibration Motors
• Gamepad Adapters

Quantifiable outcome

• 2.95ms latency with 810Hz polling rate when using TT Series controller with Goku 2 adapter, compared to typical Bluetooth at 125-250Hz with 8-30ms latency
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• ROG (ASUS)flagshipStrategic or Co-development Partner · 4 June 2026Deep collaboration where GuliKit's TMR electromagnetic joystick technology is featured as standard components in the ROG Xbox Ally X20 handheld gaming device. The partnership has expanded from official repair/replacement solutions to core component integration at device level. GuliKit previously provided RG01 Hall Effect joystick for ROG Ally X and RG02 TMR joystick for ROG Xbox Ally/ Ally X, and now supplies components for next-generation devices.
• Asus ROG Xbox Ally X20flagshipOEM/ Whitelabel/ Licensing Partner · 1 June 2026TMR magnetic joysticks from GuliKit are integrated as standard components in the ROG Xbox Ally X20, marking a significant OEM partnership where GuliKit technology is built into a major brand's flagship gaming handheld.
• ONO Trading Co., Ltd.coreChannel Partner/ Reseller/ DistributorOfficial distributor for GuliKit products in Japan, handling distribution of products like the TT MAX controller through retail channels including Rakuten's Shopping Marathon.
• RH Business TradingcoreChannel Partner/ Reseller/ DistributorUS distribution partner handling GuliKit sales and distribution within the United States market. Contact: Ray Hussain ([email protected]).
• iFixitminorStrategic or Co-development PartnerPartnership providing authorized repair guides for Joy-Con 2 joystick replacement, including detailed disassembly instructions (55 steps) for users performing DIY repairs with GuliKit TMR joystick replacements.
• Starsand IslandminorStrategic or Co-development PartnerCollaboration to launch special edition controllers - Starsand Island themed ES Pro and Elves 2 controllers for global markets, combining GuliKit's hardware with Starsand Island's creative design.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Backbone: Mobile and multi-platform gaming controller/accessory brand. Overlaps with GuliKit's Elves line and Switch-focused accessories and is simultaneously an OEM customer for joystick modules.
• 8BitDo: Shenzhen-based designer of third-party and retro-style game controllers. Closest direct competitor to GuliKit's KK/ES/TT controller lines; the two firms also have a component-supply relationship, reinforcing their overlap in both product and IP.
• HORI: Japanese gaming peripherals manufacturer with deep first-party Nintendo licensed controller line. Most comparable peer to GuliKit's Joy-Con replacement modules and Switch 2 accessories in the Japanese market.
• PowerA: Mass-market licensed gaming accessories maker with broad Switch/Xbox/PlayStation controller and dock coverage. Competes with GuliKit on Switch 2 docks, charging accessories, and mid-tier controllers.
• SCUF Gaming: Premium/custom console controller maker (acquired by Corsair). Competes head-to-head with GuliKit's KK3 MAX and TT MAX lines on paddles, triggers, and FPS-grade customization, and is also a GuliKit OEM customer for joystick components.
• AYANEO: Chinese handheld Windows gaming PC maker. GuliKit supplies its joystick modules while AYANEO's handhelds represent an overlapping product category where GuliKit-adjacent hardware decisions influence its OEM component pipeline.

Broad incumbents

• Razer: Global premium gaming hardware brand with dedicated controllers (Wolverine), PC controllers, and accessories. Broadly competes with GuliKit in the enthusiast/Hall Effect joystick space but serves a much wider gaming product portfolio.
• Corsair: Full-stack gaming peripherals and components company that owns SCUF. Competes with GuliKit controllers and is a documented OEM customer for GuliKit joystick components, illustrating a customer-competitor overlap.
• Logitech G: PC and console gaming peripherals division of Logitech. Competes with GuliKit on PC controllers, wireless adapters, and headsets and has substantially larger brand and retail distribution.
• Turtle Beach: Public gaming accessories company best known for console headsets; also makes licensed Switch/Xbox/PlayStation controllers that overlap with GuliKit's mid-tier controller offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GuliKit