What Simagic does

Simagic is a Shenzhen-based manufacturer and direct-to-consumer seller of professional and prosumer sim racing hardware, founded around 2017-2018 and operating as a privately held company with 101-250 employees. The company designs and produces a comprehensive ecosystem of direct drive wheelbases spanning 9Nm to 28Nm torque (Alpha EVO 9/12/18Nm series, Alpha EVO Ultra 28Nm, Alpha 10/15/23Nm series), steering wheels (Zeus Formula/GT/Sport, FX Pro, GTS, GT Neo, Neo X Hub), and modular pedal systems (P1000/P2000/P700/P500 with hydraulic and haptic feedback options). Core technology centers on ultra-low inertia servo motors, zero-cogging magnetic optimization, 21-bit encoders, a proprietary DFDF (Dynamic Force Domain Filter) control algorithm, active cooling, patented wireless power supply, and the MagLink magnetic connector system, all orchestrated through the proprietary SimPro Manager software and the UP+ modular ecosystem that enables component interchangeability across product lines.

The business model is direct hardware sales through the official simagic.com e-commerce store with global shipping, supplemented by authorized international distributors and a 2026 European distribution partnership with ASBIS Enterprises Plc covering nine markets. Pricing spans from $29 entry-level pedals to $1,939 flagship bundles, with tiered positioning across entry, mid-range, and professional-grade SKUs. Simagic serves primarily sim racing enthusiasts and professional drivers, anchored by a Formula Drift official partnership and an 18-person ambassador program featuring drivers such as Adam LZ, Fredric Aasbø, Dennis Hauger, and Daigo Saito. The company has 8 registered patents and maintains global regulatory certifications (FCC, CE, RoHS, REACH, UKCA, RCM, VCCI, EAC) supporting worldwide market access.

Name

Simagic

Legal name

Simagic

Website

https://simagic.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

101–250 employees

Short description

Simagic is a Shenzhen-based manufacturer and direct-to-consumer seller of sim racing hardware, including direct drive wheelbases, steering wheels, pedals, and accessories, serving enthusiast and professional sim racers globally through its own e-commerce store and distributor network.

Ownership category

akta.pro rank

Product category

Sim Racing Hardware

NAICS

Computer and Peripheral Equipment Manufacturing (3341)

SIC

Computer Peripheral Equipment, Nec (3577), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Racing & Flight Simulation Hardware (Wheels, Pedals, HOTAS) (HDACANAE)

akta.pro secondary industries

Game Controllers & Input Devices (Gamepads, Wheels, Flight Sticks) (CRACAOAD), Arcade, Sim Racing & Specialty Controllers Retail (Wheels, Flight Sticks, Fight Sticks) (CRACAFAJ)

Keywords

• Sim racing hardware
• Direct drive wheelbases
• Force feedback steering wheels
• Sim racing pedals
• Racing simulator peripherals

Headquarters

HQ city

Shenzhen

HQ country

China

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Hardware Sales: Simagic generates revenue primarily through direct-to-consumer sales of sim racing hardware including wheelbases, steering wheels, pedals, shifters, and accessories via its official e-commerce store. The company also distributes through authorized international distributors and regional partners.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Simagic designs, manufactures, and sells direct drive sim racing hardware — including wheelbases (10-28Nm torque), steering wheels, modular pedal sets, shifters, handbrakes, and dashboard displays — alongside its proprietary SimPro Manager configuration software. Products are sold under the company's own brand through the simagic.com e-commerce store and authorized international distributors serving global sim racing enthusiasts and professional drivers.

Product overview

SIMAGIC is a sim racing hardware manufacturer offering a comprehensive ecosystem of direct drive wheelbases, steering wheels, pedals, and accessories. The product portfolio is organized into three main wheelbase series (Alpha EVO with 9/12/18/28Nm options, Alpha with 10/15/23Nm options) and three steering wheel series (Zeus as the flagship modular line, Alpha Series for mid-range, and Neo Series for entry/DIY). Key products include the Alpha EVO Ultra 28Nm flagship wheelbase, Zeus Series Formula/GT/Sport steering wheels, P1000/P2000 modular pedal systems, and the proprietary SimPro Manager software. The UP+ modular ecosystem enables component interchangeability across the product range. Distribution is handled globally through ASBIS Group in Europe and authorized distributors worldwide, with partnerships including Formula Drift as official sim hardware provider.

Differentiator

Problem solved

Functional benefit

Brands

• Zeus Series: Premium steering wheel lineup including Zeus Formula, Zeus GT, and Zeus Sport models featuring advanced force feedback and modular design.
• Alpha Series
• Alpha EVO
• Alpha
• Neo Series
• P Series Pedals
• UP+ Ecosystem

Products and services

• Alpha EVO Ultra 28Nm Direct Drive Wheelbase Flagship direct drive wheelbase delivering 28Nm continuous torque using an ultra-low inertia servo motor with zero-cogging design, 21-bit encoder, DFDF control algorithm, active cooling system, and 11 connection ports (CAN, CAN FD, USB). Priced at $969.
• Alpha EVO Wheelbase Series (9/12/18 Nm) Mid-tier direct drive wheelbase series with three torque variants — Alpha EVO Sport 9Nm, Alpha EVO 12Nm, and Alpha EVO Pro 18Nm — featuring ultra-low inertia motor, zero-cogging technology, 21-bit encoder, active cooling, and dual-mode wireless/wired connectivity. Priced from $399.
• Alpha Wheelbase (15Nm) Pro-level 15Nm direct drive wheelbase with custom 5-pole servo motors, patented wireless power supply, 262144 ppr encoder resolution, 40KHz response rate, and 3rd generation filter. Priced at $649.
• Alpha Ultimate Wheelbase (23Nm) High-torque 23Nm direct drive wheelbase with patented wireless power supply technology and optimized force feedback algorithms for professional sim racing. Priced at $899.
• Alpha Mini Wheelbase (10Nm) Entry-level 10Nm direct drive wheelbase with custom 5-pole servo motors, patented wireless power supply, 262144 ppr encoder resolution, 200MHz processor, and peripheral support. Priced at $399.
• Zeus Formula Steering Wheel Flagship Formula-style steering wheel featuring a 280mm FIA-standard diameter, 5mm carbon fiber front plate, up to 92 physical inputs and 91 RGB lighting zones, MagicDash 4 modular display, UP+ modular ecosystem, and CAN FD/USB connectivity. Priced at $499.
• Zeus GT Steering Wheel GT and endurance racing wheel with 300mm diameter, die-cast aluminum rear housing, 15 customizable RGB shift lights, 10 RGB buttons, 2 seven-way rotary switches, 3 rotary encoders, up to 60 mappable inputs, and interchangeable grips. Priced at $349.
• Zeus Sport Steering Wheel Versatile round steering wheel for road, rally, and track racing with 320mm default diameter, 15 RGB LEDs, 8 RGB buttons, 2 seven-way rotary switches, 2 rotary encoders, 2 thumb rotaries, up to 50 mappable inputs, and 7 interchangeable grips. Priced at $329.
• FX Pro Formula Steering Wheel High-end formula racing wheel with 290mm diameter, 5mm carbon fiber plate, 1750g weight, 4.3-inch LCD display, 12 customizable RGB buttons, 4 thumb encoders, 5 rotary encoders, 6 paddle modules, and 50mm quick release. Priced from $549 (on sale from $759).
• GTS Steering Wheel GT sport racing wheel with 300mm magnesium-aluminum alloy rim, 1.45kg lightweight design, 7 RGB buttons, 2 seven-way rotary switches, 2 rotary encoders, 9 LED soft glow rev lights, and Hall paddle module. Priced at $239 (on sale from $289).
• GT1 Steering Wheel Classic GT racing wheel with integrated HUB design, CNC aluminum alloy rim available in D-shaped or round configurations, genuine suede grips, 4 buttons, 2 rotary encoders, 3-speed shifter, and optional clutch paddles. Priced from $309.
• FX Formula Steering Wheel Formula-style wheel with 290mm carbon fiber design, 5mm carbon fiber plate, 1550g weight, 12 RGB buttons, 3 rotary encoders, 4 thumb encoders, 1 seven-way rotary switch, and patented Hall paddle module. Priced at $289 (on sale from $359).
• GT Pro Hub Modular wheel base HUB with 1250g lightweight carbon fiber front plate and CNC aluminum housing, 8 programmable RGB buttons, 2 thumb rotary encoders, 2 RGB encoders for TC and ABS, supporting 320-350mm wheels. Priced at $339.
• GTC Steering Wheel Compact GT cup racing wheel with 325mm cut-off top aluminum rim for optimized visibility, 1850g CNC aluminum construction, 8 RGB buttons, 2 seven-way switches, 4 side rotaries with RGB ABS/TC, carbon fiber HUB. Priced at $379.
• GT Neo Racing Wheel Lightweight 1100g racing wheel with injection-molded carbon fiber composite, 300mm diameter, 10 RGB buttons, 2 seven-way rotary switches, 4 rotary encoders, 2 thumb rotary encoders, and Maglink third-party compatibility.
• Neo X Hub Next-gen DIY wheel hub with UP+ modular ecosystem, 1075g carbon fiber composite material, 8 RGB buttons, 9 soft light programmable RGB rev lights, 2 thumb knob encoders, 2 twelve-set programmable LED encoders, 2 seven-way switches, and 2.4G Wi-Fi support.
• Neo X Series Steering Wheels Series of steering wheels for Neo X Hub including Neo X-350W (drift setup), Neo X-330R (round), Neo X-330T, and Neo X-310G configurations with full SimPro Manager support.
• P1000 Modular Pedals Pro-level load cell pedal system with modular design supporting standard and inverted installation, 12-bit resolution sensors, 100KG loadcell option, optional haptic pedal reactor (P-HPR) and hydraulic system (P-HYS). Priced at $469.
• P2000 Pedal High-performance hydraulic pedal set with advanced braking feedback for professional sim racing, featuring robust metal construction and precision control. Priced from $609.
• P700 Pedals Versatile pedal set designed to bridge entry-level to professional performance with modular configuration options. Priced from $29.
• P500 Pedal Entry-level pedal set providing accessible direct drive starting point with quality construction and force feedback support. Priced at $59 (on sale from $99).
• DS-8X Shifter Sequential shifter providing realistic gear shifting feel for sim racing setups.
• Q1 Sequential Shifter Entry-level sequential shifter for sim racing.
• Q1S Sequential Shifter Enhanced sequential shifter with improved mechanics and durability.
• TB-1 Handbrake Standard handbrake for drift and rally racing applications.
• TB-RS Hydraulic Handbrake Hydraulic handbrake with realistic damping and rebound for professional drift and rally simulation.
• MagicDash 4 Display Modular touchscreen dashboard display with magnetic attachment system, official dashboard presets (Formula Drift, iRacing Draft Master, Virtual Drift Championship), built-in touchpad, and telemetry-linked lighting. Compatible with Zeus wheels and Alpha EVO wheelbases.
• SimPro Manager Proprietary software platform for configuring force feedback parameters, wheel settings, pedal configurations, LED behavior, and telemetry integration across the Simagic ecosystem. Supports major racing games with native presets including iRacing native 360Hz FFB mode.

Quantifiable outcome

• 21-bit encoder provides over 2 million steps per rotation for precision force feedback
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature10 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• ASBIS Enterprises PlccoreChannel Partner/ Reseller/ Distributor · 12 March 2026ASBIS Enterprises Plc, a Cyprus-based ICT and IoT distributor serving EMEA markets, serves as authorized distributor for Simagic products across nine European markets including Poland, Germany, France, Netherlands, and others. Partnership enables distribution of flagship products including EVO Ultra 28Nm wheelbase. Strengthens ASBIS portfolio in racing simulation segment while expanding Simagic's European footprint.
• Formula DriftflagshipStrategic or Co-development PartnerOfficial Sim Hardware partner for Formula Drift racing series. Partnership provides professional-grade sim racing equipment for Formula Drift competitions and events. Featured prominently in Simagic marketing and product bundling (FD-Ultimate, FD-Advanced, FD-Pro, FD-Classic bundles designed for drift racing).
• iRacingcoreTechnology or IntegrationSimagic wheelbases and products feature native support for iRacing platform with native presets developed in-house. Alpha EVO Ultra supports iRacing's native 360 Hz force feedback mode. Partnership ensures seamless gameplay experience across supported titles.
• SimHubcoreTechnology or IntegrationThird-party sim racing software platform with extensive device support. Neo X Hub and other Simagic products offer full SimHub compatibility for advanced tuning, lighting control, and input configuration. Enables users to customize RGB lighting and telemetry-based feedback through SimHub interface.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cube Controls: Cube Controls manufactures premium sim racing steering wheels and accessories, directly competing with Simagic's Zeus Formula and GT product lines in the high-end Formula and GT racing segments. Both brands emphasize modular construction, premium materials like carbon fiber and CNC aluminum, and target professional drivers and serious enthusiasts willing to pay $500-$700+ per wheel.
• Fanatec (Endor AG): Fanatec, owned by Endor AG, is the established market leader in sim racing hardware with a comprehensive ecosystem of direct-drive wheelbases, steering wheels, pedals, and shifters. Fanatec is the most direct head-to-head competitor to Simagic across nearly every product category and price tier, with stronger brand recognition in Western markets and official partnerships with Formula 1, Gran Turismo, and Playseat.
• Heusinkveld Engineering: Heusinkveld is a premium sim racing pedal manufacturer that directly competes with Simagic's P1000 and P2000 pedal lines. Both brands focus on load cell technology, hydraulic damping, and modular pedal systems targeting the professional and enthusiast segments with pricing typically $400-$1,000 per pedal set.
• Simucube: Simucube specializes in high-end direct-drive sim racing wheelbases, competing directly with Simagic's Alpha EVO Ultra 28Nm and Alpha Ultimate product lines. Both brands focus on the professional and serious enthusiast segment with premium pricing ($800-$2,000+ wheelbases), emphasizing force feedback fidelity, low-latency processing, and iRacing-optimized performance.
• Moza Racing: Moza Racing is the closest direct competitor to Simagic, offering a parallel ecosystem of direct-drive wheelbases, steering wheels, pedals, and shifters at similar price points. Both brands emerged from China-based manufacturing, target the same enthusiast-to-pro sim racing segment, and compete head-to-head in the Alpha EVO Ultra vs Moza R9/R12/R16 wheelbase category and across steering wheel lineups.
• VRS (Vanilla Racing Sim): VRS manufactures direct-drive sim racing wheelbases targeting the same enthusiast-pro segment as Simagic's Alpha EVO series. Both brands compete on force feedback quality, torque output, and integration with iRacing, Assetto Corsa Competizione, and other major sim titles, with overlapping price points in the $600-$1,500 range.
• Asetek SimSports: Asetek SimSports is a direct competitor in the sim racing hardware market, particularly in load cell pedal systems and wheelbases, competing against Simagic's P1000/P2000 pedal lines and Alpha wheelbase series. Both brands target the enthusiast-to-pro tier with premium pricing and emphasize build quality, precision engineering, and direct-drive technology.

Broad incumbents

• Thrustmaster: Thrustmaster is a broad gaming peripherals incumbent offering sim racing wheels, pedals, and accessories across consumer price points, overlapping with Simagic's entry-level Alpha Mini and P500 products. While Thrustmaster's T-series wheelbases target lower price tiers than Simagic's direct-drive offerings, both compete for the same enthusiast customers upgrading from entry-level to mid-range setups.
• Logitech G: Logitech G is a major gaming peripherals brand with a sim racing product line (G29, G920, G923, PRO Racing Wheel) competing in the entry-to-mid range of the market. While Logitech's direct-drive Trueforce technology overlaps less with Simagic's premium positioning, both compete for first-time sim racing buyers and casual enthusiasts at the lower price tiers.

Others

• SimHub: SimHub is third-party sim racing software for telemetry, LED control, button mapping, and dash displays that integrates deeply with Simagic products including the Zeus series and Neo X Hub. While not a direct competitor, SimHub represents the broader software ecosystem Simagic depends on for cross-platform compatibility and advanced user customization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCuLgaRX_FQkacHc1cHJI-zw
• Facebookfacebook.com/SimagicFB
• Instagraminstagram.com/simagicofficial
• TikToktiktok.com/@simagicofficial
• Xx.com/simagicofficial

Compliance30 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Simagic