Hori
HORI (USA) Inc., the North American arm of the 1969-founded Japanese gaming peripheral maker, designs and sells officially licensed controllers, arcade sticks, racing wheels, flight sticks, simulation equipment, and accessories for Nintendo, PlayStation, Xbox, and PC gamers through its D2C store, Amazon, and Target.
- Company typePrivate
- Founded2008
- HeadquartersLos Angeles, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Hori does
HORI (USA) Inc. is the North American distribution and product arm of HORI, a Japanese gaming peripherals manufacturer founded in 1969, with its US subsidiary established in 2008 and headquartered in Los Angeles, California. The company designs, manufactures, and sells officially licensed gaming accessories—including controllers, arcade/fighting sticks, racing wheels, HOTAS flight sticks, simulation equipment (farming and trucking), gaming headsets, and themed carrying cases—across Nintendo Switch/Switch 2, PlayStation 4/5, Xbox Series X|S, and PC platforms. Proprietary technology elements include Motion Aim control in the HORIPAD+, Hall Effect sensors in premium simulation products, HAYABUSA tournament-grade arcade parts, and the HORI Device Manager companion application for firmware and customization. HORI's revenue model is hardware sales across price tiers ranging from $14.99 cables to $599.99 force-feedback systems, distributed through its own D2C storefront (stores.horiusa.com), Amazon, Target (exclusive Switch 2 SKUs), and platform-holder channels, with US-only shipping coverage.
The company serves a horizontally segmented consumer base spanning console and PC gamers, licensed-IP fans (Pokémon, Sonic, Mario Kart, Zelda), the competitive Fighting Game Community, and simulation enthusiasts (racing, flight, farming). Strategic value rests on multi-licensor relationships with Nintendo, Sony Interactive Entertainment, Microsoft, The Pokémon Company International, SEGA, and Bandai Namco, plus co-development partnerships with GIANTS Software (Farming Simulator) and Gaijin Entertainment (War Thunder). Recent product cadence—Mario Kart World racing wheels, the Cozy Switch 2 headset line, the Hori USB Camera, and Hori Guitar Life—indicates tight alignment with the Nintendo Switch 2 launch cycle and ongoing category expansion into premium simulation hardware. The US entity is privately held with no disclosed funding, headcount, or revenue, and is not an AI-native organization; its differentiation is mechanical engineering, licensing depth, and distribution reach rather than software or AI.
Hori firmographics
Firmographics- Name
- Hori
- Legal name
- HORI (USA) Inc.
- Website
- https://stores.horiusa.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Short description
- HORI (USA) Inc., the North American arm of the 1969-founded Japanese gaming peripheral maker, designs and sells officially licensed controllers, arcade sticks, racing wheels, flight sticks, simulation equipment, and accessories for Nintendo, PlayStation, Xbox, and PC gamers through its D2C store, Amazon, and Target.
- Ownership category
- akta.pro rank
Hori industry classification
Industry- Product category
- Gaming Peripherals and Accessories
- NAICS
- Computer Terminal and Other Computer Peripheral Equipment Manufacturing (334118), Hobby, Toy, and Game Retailers (459120), Hobby, Toy, and Game Retailers (45912)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Electronic Components & Accessories (3670), Household Audio & Video Equipment (3651), Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Gaming Controllers & Gamepads (HDACANAC)
- akta.pro secondary industries
- Game Controllers, Joysticks & Flight/Driving Sim Controls (HDACAFAC), Handheld & Mobile Gaming Hardware (Dedicated Handhelds, Accessories) (MPAFAGAB), Game Controllers & Input Devices (Gamepads, Wheels, Flight Sticks) (CRACAOAD)
Keywords
Where Hori is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Hori business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Gaming Controllers: Wired and wireless controllers for Nintendo Switch, PlayStation, Xbox, and PC platforms. Includes HORIPAD, Split Pad Pro, Split Pad Compact, and HORIPAD Mini product lines. One-time hardware purchase.
- Racing Wheels: Steering wheel peripherals for racing simulation games. Includes Mario Kart Racing Wheels for Switch, Racing Wheel APEX for PlayStation, and Farming Vehicle Control System for PC. One-time hardware sales.
- Arcade Sticks/Fight Sticks: Fighting game controllers including Fighting Stick alpha, Fighting Stick Mini, and Fighting Commander OCTA. Licensed editions for Street Fighter, Tekken, and EVO tournaments.
- Flight Sticks and HOTAS: Hands-on-throttle-and-stick flight controllers for PlayStation 4, Xbox, and PC. Developed in partnership with Gaijin Entertainment for War Thunder.
- Carrying Cases and Accessories: Adventure Packs, Vault Cases, PlayStands, gaming headsets, and protective accessories for gaming consoles.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Controllers - Budget to Premium |
| One time/ perpetual license | Pay-as-you-go | Racing Wheels |
| One time/ perpetual license | Pay-as-you-go | Fighting Sticks/Arcade Controllers |
| One time/ perpetual license | Pay-as-you-go | Carrying Cases and Adventure Packs |
| One time/ perpetual license | Pay-as-you-go | Flight Sticks |
| One time/ perpetual license | Pay-as-you-go | Specialty Simulation Equipment |
| One time/ perpetual license | Pay-as-you-go | Nintendo Switch 2 Accessories |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels3 records
Hori product offering
Product offeringCore offering
HORI manufactures and sells officially licensed gaming peripherals including controllers (HORIPAD, Split Pad Pro), arcade fight sticks, racing wheels, HOTAS flight sticks, and carrying cases. Products are sold across Nintendo Switch/Switch 2, PlayStation 4/5, Xbox Series X|S, and PC platforms, with specialty simulation equipment co-developed with game studios (GIANTS Software for Farming Simulator, Gaijin Entertainment for War Thunder).
Product overview
HORI is a gaming peripherals manufacturer offering a diverse portfolio of officially licensed controllers, arcade sticks, racing wheels, and accessories across multiple gaming platforms including Nintendo Switch, Nintendo Switch 2, PlayStation 4, PlayStation 5, Xbox Series X|S, and PC. The product lineup centers on specialized gaming controllers such as the Split Pad Pro series (handheld grip controllers with advanced features like assignable rear triggers and Turbo functionality), HORIPAD controllers (standard and mini variants), and Fighting Stick/Fighting Commander products for fighting games. Racing simulation products include Mario Kart Racing Wheels and the Farming Vehicle Control System developed with GIANTS Software. The portfolio also includes HOTAS flight sticks, drum controllers for Taiko no Tatsujin, gaming headsets, and carrying cases with licensed themes from franchises like Mario, Pokémon, Sonic, and Zelda. All products are officially licensed by Nintendo, Sony Interactive Entertainment, Microsoft, The Pokémon Company International, or SEGA as applicable.
Differentiator
Problem solved
Functional benefit
Brands
- HORIPAD: Line of game controllers for various platforms
- Split Pad Pro
- Fighting Stick
- Racing Wheel APEX
Products and services
- Split Pad Pro Controller (Nintendo Switch)
Quantifiable outcome
- 480p camera performs at consistent 30fps with no bugs, though image quality trails Nintendo's 1080p official camera
Companies that use Hori
Customer profileSegments4 records
Ideal customer profiles4 records
Hori technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature6 records
Hori partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- GIANTS Software GmbHcoreHORI collaborated with GIANTS Software GmbH, creators of the Farming Simulator series, to develop the Farming Vehicle Control System for PC. This specialized simulation equipment includes a 13.4-inch steering wheel, 76-button control panel, and Hall Effect sensors designed for authentic farming vehicle operation.
- Gaijin EntertainmentminorHORI partnered with Gaijin Entertainment, developer of War Thunder, to create the HORI HOTAS Flight Control System for Windows PC. The partnership enables specialized flight simulation controls optimized for War Thunder gameplay.
- NintendocoreHORI holds official licensing agreements with Nintendo for Switch, Switch Lite, Switch OLED, and Switch 2 accessories including controllers, racing wheels, carrying cases, and audio products.
- Sony Interactive Entertainment (SIEA)coreHORI holds official licensing from Sony for PlayStation 4, PlayStation 5, and PlayStation Portal accessories including fighting sticks, racing wheels, flight sticks, and controllers.
- MicrosoftcoreHORI holds 'Designed for Xbox' licensing from Microsoft for Xbox Series X|S and Xbox One accessories including Fighting Stick alpha, Racing Wheel Overdrive, and Gaming Headset Pro.
- The Pokémon Company InternationalcoreHORI holds official licensing from The Pokémon Company International for Pokémon-themed Switch accessories including Split Pad Pro, Split Pad Compact, Adventure Packs, Vault Cases, and HORIPAD Mini controllers featuring Pikachu, Charizard, and other Pokémon characters.
- SEGAcoreHORI holds official licensing from SEGA for Sonic the Hedgehog themed Nintendo Switch accessories including Split Pad Pro and Split Pad Compact featuring Sonic character designs.
- Bandai NamcominorTaiko No Tatsujin drum controllers licensed from Bandai Namco for PlayStation 5, PlayStation 4, Xbox Series X|S, and Windows PC platforms.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Hori competitors and assessment
Company assessmentDirect peers
- PowerA: PowerA is one of HORI's closest direct competitors, producing officially licensed Nintendo, Xbox, and PlayStation controllers, as well as fighting sticks and gaming accessories. Both companies compete head-to-head on Switch, Switch 2, and Xbox licensed third-party controllers.
- Performance Designed Products (PDP): PDP designs and distributes officially licensed gaming controllers, arcade sticks, and headsets across all major platforms including Nintendo Switch, PlayStation, and Xbox. Directly comparable to HORI in product mix, licensing model, and target customer.
- Thrustmaster: Thrustmaster is a leading manufacturer of racing wheels, flight sticks (HOTAS), and simulation controllers for consoles and PC. It directly competes with HORI's Racing Wheel APEX, HOTAS Flight Stick, and Truck Control System lines.
- 8BitDo: 8BitDo designs multi-platform Bluetooth controllers and arcade sticks favored by retro and modern gamers. It competes with HORI's HORIPAD line and Split Pad Pro for Switch in the multi-platform and handheld controller segments.
Broad incumbents
- Razer: Razer is a broad gaming hardware incumbent offering controllers, racing wheels, and peripherals across console and PC. It overlaps with HORI's PC gaming controllers and premium simulation gear but serves a wider gaming ecosystem.
- Logitech G: Logitech G is a major incumbent in PC and console gaming peripherals including racing wheels, flight sticks, and controllers. Its racing wheel and HOTAS lines directly compete with HORI's simulation products and its broader portfolio dwarfs HORI in scale and R&D resources.
- Turtle Beach: Turtle Beach is an established gaming headset and accessory maker for console platforms. It competes with HORI's Gaming Headset Pro and Cozy series Switch 2 headsets in the licensed console audio segment.
- SCUF Gaming (Corsair): SCUF Gaming, owned by Corsair, produces premium customizable controllers for PlayStation, Xbox, and PC. It overlaps with HORI's high-end HORIPAD+ and Fighting Commander OCTA offerings in the enthusiast and competitive controller segments.
Emerging players
- Fanatec: Fanatec specializes in premium direct-drive racing simulation wheels, pedals, and shifters primarily for PC and console sim racing. It competes with HORI's Truck Control System and Racing Wheel APEX in the high-end simulation enthusiast segment.
- Brook Gaming: Brook Gaming makes multi-platform controller adapters and arcade sticks that work across consoles including PlayStation, Xbox, and Switch. It competes with HORI's Fighting Stick and HORIPAD lines for fighting game community and cross-platform players.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Hori social profiles
Digital presenceHori financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hori leadership team
Management profileNumber of profiles
Hori funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hori M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hori
What does Hori do?
HORI manufactures and sells officially licensed gaming peripherals including controllers (HORIPAD, Split Pad Pro), arcade fight sticks, racing wheels, HOTAS flight sticks, and carrying cases. Products are sold across Nintendo Switch/Switch 2, PlayStation 4/5, Xbox Series X|S, and PC platforms, with specialty simulation equipment co-developed with game studios (GIANTS Software for Farming Simulator, Gaijin Entertainment for War Thunder).
Is Hori a public or private company?
Hori is a private company. It is classified as corporate owned and is currently operating.
When was Hori founded?
Hori was founded in 2008.
Where is Hori based?
Hori is headquartered in Los Angeles, United States, in the North America region.
How does Hori make money?
Five revenue lines are on record. Gaming Controllers are the primary driver. The others are racing Wheels, arcade Sticks/Fight Sticks, flight Sticks and HOTAS and carrying Cases and Accessories.
Who are Hori's main competitors?
Direct peers on record are PowerA, Performance Designed Products (PDP), Thrustmaster and 8BitDo. Broad incumbents are Razer, Logitech G, Turtle Beach and SCUF Gaming (Corsair). Emerging players are Fanatec and Brook Gaming.
Does Hori have an API?
No public API is recorded for Hori.
What industry is Hori in?
Hori's product category is Gaming Peripherals and Accessories. Its primary akta.pro industry code is HDACANAC, Gaming Controllers & Gamepads, with a secondary code of HDACAFAC, Game Controllers, Joysticks & Flight/Driving Sim Controls. Its NAICS code is 334118 and its SIC code is 3944.