MaxGaming

What MaxGaming does

MaxGaming, operating as MAXFPS AB (Swedish corporate registration 556665-1708), is a privately held Nordic e-commerce retailer founded in 2002 and headquartered in Upplands-väsby, Sweden. The company sells gaming and e-sport products through its own web storefronts, self-describing as the Nordic region's largest curated gaming retailer. Its catalog spans gaming peripherals (mice, keyboards, headsets, mousepads), gaming chairs (DXRacer, noblechairs, Arozzi), consoles and accessories (PlayStation, Xbox, Nintendo Switch), streaming and video production equipment (webcameras, mixers, microphones, lighting), gaming computers, mobile accessories, computer components, and an expanding home and lifestyle assortment including collectible card games.

The business operates a direct-to-consumer, asset-light retail model: revenue is generated through one-time product sales of third-party branded hardware sourced via distributor relationships, supplemented by a proprietary digital gift card product (Presentkort) issued in SEK denominations from 100 to 20,000 kr. The core technology is an e-commerce retail platform localized across nine country-specific domains (Sweden, Norway, Denmark, Finland, Germany, Netherlands, Belgium, EU, and an International/US storefront). Marketing relies on a 400,000+ subscriber newsletter, organic social channels (Facebook, X, Instagram), SEO, and recurring seasonal and brand campaigns, with promotional pricing and a 60-day open purchase policy supporting conversion and retention.

MaxGaming serves individual PC and console gamers as its primary segment, with secondary segments including content creators/streamers and custom mechanical keyboard enthusiasts. Distribution is exclusively online through owned storefronts with international shipping and 1-2 day delivery in core markets. The company holds an AAA credit rating, a Trygg E-handel certification from Svensk Distanshandel, and a 2022 Prisjakt "Store of the Year in Games and Console" award. Johan Granlund is the founder and CEO. No disclosed revenue, funding, M&A, or partnerships were identified in the source material.

Name

MaxGaming

Legal name

MAXFPS AB

Website

https://maxgaming.se

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

MaxGaming (MaxFPS AB) is a privately held Nordic e-commerce retailer founded in 2002 that sells curated gaming and e-sport products, including peripherals, chairs, consoles, and streaming equipment, to consumers across nine country-specific storefronts in Europe and the US.

Ownership category

akta.pro rank

Headquarters

HQ city

Upplands-väsby

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: MaxGaming generates revenue through direct product sales of gaming hardware, peripherals, accessories, and related equipment. The business operates as a multi-brand retailer offering one-time purchase transactions across categories including gaming mice, keyboards, headsets, consoles, gaming chairs, streaming equipment, and collectible card games. Products are sold at fixed retail prices with periodic promotions and campaigns.
2. Gift Cards: Digital gift cards (presentkort) sold in denominations ranging from 100 SEK to 20,000 SEK. Gift cards are delivered as personal codes via email and can be redeemed during checkout. This provides a secondary revenue stream and customer acquisition mechanism.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

MaxGaming operates an online retail store (maxgaming.se and country-specific domains) that sells third-party branded gaming and e-sports products, including gaming mice, keyboards, headsets, mousepads, gaming chairs, consoles and accessories for PlayStation/Xbox/Nintendo, streaming and video production equipment, gaming PCs and laptops, custom mechanical keyboard components, mobile gaming accessories, and collectible card games. The retailer also issues digital gift cards (Presentkort) ranging from 100 SEK to 20,000 SEK for redemption at checkout.

Product overview

MaxGaming is a Nordic e-commerce retailer specializing in gaming and e-sport products. The company operates as a multi-category online store offering a comprehensive portfolio of gaming peripherals (mice, keyboards, headsets), gaming chairs from brands like DXRacer and noblechairs, gaming consoles and accessories for PlayStation, Xbox, and Nintendo, streaming and video equipment including webcameras and mixers, gaming computers, and an expanding selection of home & lifestyle products. The business model centers on distributing third-party branded products rather than developing proprietary hardware, while offering gift cards (Presentkort) as a proprietary service. The store also features a bargain corner with demo and refurbished products.

Differentiator

Problem solved

Functional benefit

Products and services

• Gaming Peripherals Wide range of gaming peripherals including wired and wireless gaming mice, mechanical and membrane gaming keyboards, custom keyboards, gaming headsets (wired, wireless, in-ear), gaming headphones, speakers, microphones, mousepads, mouse skates, mouse bungees, wrist rests, cables, grips, and gaming bundles, sold to PC and console gamers.
• Gaming Chairs Gaming chairs from brands including DXRacer, noblechairs, Arozzi, MaxMount, Fractal Design, and ThunderX3, available in multiple series and price ranges, sold to PC and console gamers.
• Consoles & Accessories Gaming consoles and accessories for PlayStation (PS5, PS4), Xbox Series, Xbox One, and Nintendo Switch, including controllers, gamepads, joysticks, PC steering wheels, console headsets, and related accessories, sold to console gamers.
• Streaming & Video Equipment Content creation and streaming equipment including webcameras, audio mixers, microphones, stream decks, capture cards, ring lights, green screens, and acoustic panels, sold to streamers, YouTubers, and podcasters.
• Gaming Computers Desktop gaming computers and gaming laptops from brands including Shark Gaming and Allied Gaming, sold to PC gamers.
• Custom Keyboard Components Custom mechanical keyboard components and modding supplies including barebone kits, switches, cases, keycaps, plates and PCB, O-rings, switch film, lube and lubrication products, stabilizers, silencing foam, and keyboard tools, sold to custom keyboard enthusiasts.
• Monitors and Display Equipment PC monitors, projectors, monitor stands, screen cleaning supplies, laptop stands, and display accessories sold to PC gamers and general consumers.
• Mobile Gaming Accessories Mobile gaming accessories including headphones, Bluetooth speakers, phone cases, screen protectors, mobile controllers, wireless chargers, power banks, and smartwatches, sold to mobile gamers.
• Home, Hobby and Collectible Card Games Home and lifestyle products including collectible card games (Pokémon, Magic: The Gathering, Yu-Gi-Oh!), board games, collectible figures, smart home devices, climate control products, and apparel, sold to gaming and hobbyist consumers.
• Computer Components and Networking Computer components and accessories including internal cables, sound cards, network cards, power supplies, chassis, chassis fans, cooling, modding supplies, storage devices, routers, and networking equipment, sold to PC builders.
• Demo Products (Reduced-Price Display Units) Demonstration and display products including monitors, custom keyboards, gaming mice, gaming chairs, controllers, headsets, and audio equipment offered at reduced prices, sold to price-conscious gaming consumers.
• Refurbished Products Refurbished gaming products including peripherals, components, and accessories offered at reduced prices, sold to price-conscious gaming consumers.
• MaxGaming Gift Card (Presentkort) Digital gift cards available in denominations from 100 SEK to 20,000 SEK (including 100, 200, 250, 300, 400, 500, 750, 1000, 1400, 1500, 2000, 2500, 3000, 4000, 5000, 10000, and 20000 SEK), delivered as personal codes via email and redeemable during checkout. Multiple gift cards can be purchased in a single transaction.

Quantifiable outcome

• 60-day open purchase policy provides risk-free buying experience
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Coolblue: Large Benelux-headquartered online retailer of consumer electronics and gaming products with strong delivery and service proposition. Comparable e-commerce-first model targeting similar gamer/customer profile in Netherlands and Belgium where MaxGaming also operates.
• Amazon: Global e-commerce marketplace with dominant presence in Nordic markets (amazon.se, amazon.de) selling identical gaming peripheral and console SKUs as MaxGaming. Represents the primary price and assortment competitive pressure across MaxGaming's full product catalog.
• Elgiganten: Large Nordic big-box consumer electronics and home appliance retailer with significant gaming hardware assortment. Overlaps with MaxGaming on consoles, peripherals, and gaming chairs but operates at much larger scale across broader categories.
• Dustin: Nordic B2B and B2C IT and consumer electronics retailer offering gaming PCs, peripherals, and components. Overlaps with MaxGaming in gaming hardware but with broader enterprise and IT services exposure across Sweden, Norway, Denmark, and Finland.

Direct peers

• CDON: Swedish-headquartered Nordic online marketplace selling consumer electronics, gaming, and entertainment products to Nordic consumers. Comparable multi-category e-commerce model and Nordic geographic reach, though broader and less gaming-specialized than MaxGaming.
• Proshop: Danish-headquartered Nordic e-commerce retailer specializing in gaming PCs, components, and peripherals. Competes with MaxGaming across gaming hardware SKUs in the Nordic region with a comparable DTC model and similar enthusiast customer base.
• Caseking: German specialty retailer of gaming hardware, custom PCs, modding components, and enthusiast peripherals. Comparable to MaxGaming's custom keyboard segment and overall enthusiast gaming focus, serving a similar high-end hobbyist customer in DACH markets.
• Webhallen: Swedish specialty retailer of gaming hardware, consoles, peripherals, and consumer electronics with both online and physical stores. Closest direct comparable to MaxGaming in Nordic gaming-focused e-commerce, competing in mice, keyboards, consoles, and gaming chairs with similar target customers.
• Komplett: Norway-founded Nordic retailer of gaming PCs, components, peripherals, and consumer electronics with operations across Sweden, Norway, Denmark, and Finland. Overlaps directly with MaxGaming in gaming peripherals, chairs, and consoles with a similar multi-country Nordic footprint.

Regional players

• Mindfactory: German specialty online retailer focused on PC components, gaming hardware, and peripherals. Comparable gaming-assortment focus to MaxGaming, primarily serving the German market where MaxGaming also has a storefront (maxgaming.gg).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/wearemaxgaming
• Facebookfacebook.com/wearemaxgaming
• Instagraminstagram.com/wearemaxgaming

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 MaxGaming