What Hori does

HORI (株式会社ホリ) is a Japan-headquartered gaming peripherals manufacturer operating since at least 2000, with headquarters in Yokohama, Kanagawa, and wholly-owned sales subsidiaries in the United States, the United Kingdom, and Shenzhen, China. The company designs, manufactures, and distributes officially licensed third-party controllers, arcade fightsticks, racing wheels, headsets, drum controllers, gaming furniture, screen protectors, carrying cases, and mobile gaming accessories for Nintendo, PlayStation, Xbox, and PC platforms, with additional co-branded product lines for franchises such as Taiko no Tatsujin, Street Fighter 6, Tekken 8, ACE COMBAT 8, and Sanrio characters including Kuromi and Cinnamoroll.

The product portfolio spans an entry tier starting at ¥638, a mid-range ¥1,880-¥7,980 band, premium controllers and wheels at ¥6,480-¥29,980, and specialized professional-grade arcade sticks priced up to ¥84,980. Technical differentiators include a 169-point in-house reliability testing protocol, ISO 9001:2015 certification held continuously since 2000, and compliance with VCCI, ST Mark, CPSIA, EN71-3, and RoHS standards. Flagship controllers ship with firmware-update support via the HORI Device Manager utility, allowing post-launch configuration tuning.

HORI's revenue model is transactional hardware sales to end consumers through three channels: a direct-to-consumer e-commerce site (HORI Store), shelf placement in Japan's major consumer-electronics retailers (Bic Camera, Yodobashi Camera and equivalents), and international retail via the three regional subsidiaries. There is no subscription, recurring, or platform-revenue component. Customer concentration is structurally high in licensing terms because the entire licensed product line depends on agreements with Nintendo, Sony Interactive Entertainment, and Microsoft, and on secondary licenses from publishers such as Bandai Namco and Capcom.

Name

Hori

Legal name

株式会社ホリ

Website

https://hori.jp

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

HORI is a Japanese gaming peripherals manufacturer producing officially licensed controllers, arcade fightsticks, racing wheels, headsets, and gaming furniture for Nintendo, PlayStation, Xbox, and PC platforms, sold globally through retail and its HORI Store direct-to-consumer site.

Ownership category

akta.pro rank

Product category

Gaming Peripherals & Video Game Accessories

NAICS

Computer Terminal and Other Computer Peripheral Equipment Manufacturing (334118)

SIC

Electronic Components & Accessories (3670)

akta.pro primary industry

Gaming Controllers & Gamepads (HDACANAC)

akta.pro secondary industries

Game Controllers & Input Devices (Gamepads, Wheels, Flight Sticks) (CRACAOAD), Console/Handheld Accessories (Docks, Cases, Stands, Skins) (CRACAOAJ), Handheld & Mobile Gaming Hardware (Dedicated Handhelds, Accessories) (MPAFAGAB)

Keywords

• Gaming peripherals
• Licensed controllers
• Arcade sticks
• Racing wheels
• Screen protectors

Headquarters

HQ city

Yokohama-shi

HQ country

Japan

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: HORI generates revenue primarily through the sale of gaming peripherals and accessories. Product categories include wired and wireless controllers (ホリパッド series), arcade sticks and fighting controllers (ファイティングコマンダー, リアルアーケードPro series), racing wheels and steering controllers, gaming headsets, screen protectors (ピタ貼り series), carrying cases and pouches, special controllers (e.g., Taiko drum controllers), and mobile gaming accessories. Revenue is one-time, per-unit with no recurring component.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

HORI manufactures and sells officially licensed gaming peripherals and accessories for Nintendo, PlayStation, Xbox, and PC platforms. The portfolio spans wired and wireless controllers (HORIpad series), mechanical leverless arcade controllers (NOLVA series), fight pads (Fighting Commander), racing wheels, flight sticks, gaming headsets, screen protection films with proprietary easy-apply technology, carrying pouches and bags, Taiko no Tatsujin drum controllers, mobile gaming accessories, and gaming furniture under the HORI Zen brand.

Product overview

HORI (株式会社ホリ) is a Japanese gaming peripherals manufacturer offering a comprehensive portfolio of controllers, accessories, and specialized gaming hardware. The product lineup centers on licensed controllers for major gaming platforms including Nintendo Switch 2, Nintendo Switch, PlayStation 5, PlayStation 4, and Xbox Series X|S, as well as PC gaming. Core products include HORIpad gamepads (wired and wireless with TURBO functionality), fight sticks and arcade controllers (NOLVA series, ファイティングコマンダー, リアルアーケードPro series), steering wheel controllers for racing games, and specialty controllers like the Taiko drum controller for Taiko no Tatsujin. The accessory portfolio encompasses screen protection films (including proprietary "Pita-hari" easy-apply and "Gachi-pasta" premium films), carrying solutions (pouches, bags, cases in various form factors), gaming headsets and audio equipment, and mobile gaming controllers. HORI also produces gaming furniture under the HORI Zen series, USB hub stands, and retro gaming accessories for legacy consoles. Products feature licensed designs from franchises including Mario, Pokémon, Kirby, Splatoon, Animal Crossing, Sanrio characters, Dragon Quest, Zelda, and fighting game titles like Street Fighter and Tekken. The company maintains ISO 9001:2015 quality certification and offers product support including firmware updates via the HORI Device Manager application.

Differentiator

Problem solved

Functional benefit

Brands

• ホリ 禅 (HORI Zen): Gaming seating and comfort products including floor chairs and gaming cushions
• NOLVA
• ホリパッド (HORIpad)
• リアルアーケード (Real Arcade)
• ファイティングコマンダー (Fighting Commander)
• ピタ貼り (Pita-hari)
• HORI MOBILE GAMING

Products and services

• HORIpad TURBO Controllers for Nintendo Switch 2 (wired, wireless, and mini variants) Programmable TURBO rapid-fire gamepad controllers available in wired, wireless, and mini form factors for Nintendo Switch 2, with multiple colors and licensed character designs. Targeted at casual and competitive gamers seeking customizable button repeat rates.
• NOLVA Mechanical All-Button Arcade Controllers (Reactor, base, and Street Fighter 6 character variants) Leverless all-mechanical arcade controllers for fighting game players on PlayStation 5, PlayStation 4, and Windows PC. Includes the NOLVA Reactor base model and officially licensed Street Fighter 6 character variants.
• Fighting Commander OCTA Pro Professional fight pad controller with programmable buttons and adjustable features for fighting games on PlayStation 5 and Windows PC.
• Taiko no Tatsujin Drum Controllers (Nintendo Switch, PlayStation, Xbox, and PC variants) Officially licensed Taiko drum controllers for Taiko no Tatsujin games across Nintendo Switch, PlayStation 5/4, Xbox Series X|S, and Windows PC. Includes drumsticks, stand, and mat variants.
• Racing Wheel APEX Officially licensed racing wheel controller with approximately 280mm steering diameter, foot pedals, and a clamp system, compatible with PlayStation 5, PlayStation 4, and PC. Supports firmware updates through the HORI Device Manager app.
• Mario Kart Racing Wheels for Nintendo Switch 2 (base and DX variants) Officially licensed Mario Kart racing wheels for Nintendo Switch 2, with handle attachments (and optional pedal attachments in the DX variant) optimized for Mario Kart World play.
• ACE COMBAT 8 Flight Stick Officially licensed flight stick controller for ACE COMBAT 8: WINGS OF THEVE, compatible with PlayStation 5, PlayStation 4, and Windows PC.
• HORI Gaming Headsets for Nintendo Switch 2 (Standard, In-Ear, High-Grade, and Pastel variants) Officially licensed gaming headsets for Nintendo Switch 2, including Standard, In-Ear, and High-Grade models in multiple colors and pastel variants.
• Screen Protection Films (Pita-hari / Gachi-pasta) for Nintendo Switch 2 Proprietary bubble-free screen protection films for Nintendo Switch 2 with easy-apply "Pita-hari" and premium "Gachi-pasta" variants, offered in standard, blue light cut, and high-hardness formulations.
• Pouches, Bags, and Carrying Cases for Nintendo Switch 2 Storage and carrying solutions for Nintendo Switch 2 including Hard Pouches, Tough Pouches, Hybrid Pouches, Slim Pouches, Shoulder Bags, and Full-Capacity Bags in various colors and licensed character designs.
• HORI Zen Gaming Furniture (Floor Chair, Gaming Cushion) Gaming seating and comfort products under the HORI Zen sub-brand, including floor chairs and gaming cushions for extended play sessions.
• Table Mode Portable USB Hub Stand for Nintendo Switch USB hub stand enabling tabletop-mode play with multiple USB device connections, an adjustable angle stand, and charging capability for Nintendo Switch.
• HORI MOBILE GAMING Controllers and Accessories Controllers and accessories under the HORI MOBILE GAMING sub-brand, designed for mobile gaming on smartphones and tablets.
• PC Engine mini Accessories (Turbopad, Multitap, AC Adapter) Officially licensed controllers and accessories for the PC Engine mini retro console, including Turbopad controllers, Multitap, and AC Adapter, developed under Konami legacy licensing.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and major.

• NintendocoreOEM/ Whitelabel/ Licensing PartnerHORI is an officially licensed manufacturer for Nintendo platforms, producing controllers, headsets, pouches, screen protectors, and accessories for Nintendo Switch, Nintendo Switch (OLED model), Nintendo Switch Lite, and Nintendo Switch 2. Products carry Nintendo licensing approval ensuring compatibility and quality standards.
• Sony Interactive Entertainment (SIE)coreOEM/ Whitelabel/ Licensing PartnerHORI holds official licensing from Sony Interactive Entertainment for PlayStation 5 and PlayStation 4 controllers, arcade sticks, racing wheels, headsets, and special controllers. Products including the NOLVA series, Fighting Commander series, Racing Wheel Apex, and Taiko Drum Controller carry SIE licensing marks.
• MicrosoftcoreOEM/ Whitelabel/ Licensing PartnerHORI is officially licensed for Xbox Series X|S and Xbox One controllers, racing wheels (Force Feedback Racing Wheel DLX, Racing Wheel OverDrive), headsets, and charge stations. Microsoft licensing ensures hardware compatibility with Xbox platforms.
• Bandai Namco EntertainmentcoreStrategic or Co-development PartnerHORI produces officially licensed Taiko no Tatsujin (太鼓の達人) drum controllers for Nintendo Switch, PlayStation 5, Xbox Series X|S, and PC platforms. Products are developed in close coordination with Bandai Namco for compatibility with specific Taiko no Tatsujin game titles including Taiko no Tatsujin: Drum 'n' Fun! and Taiko no Tatsujin: Dondaful Festival.
• Nintendo (Character IP Collaborations)majorStrategic or Co-development PartnerHORI collaborates with Nintendo and various game IP holders for character-themed product lines including Pokemon (pikachu, eevee, metamon, ghost party), Super Mario, Kirby, Splatoon, Animal Crossing, and The Legend of Zelda. These collaborations produce themed controllers, pouches, headsets, and accessories sold at premium pricing.
• CapcommajorOEM/ Whitelabel/ Licensing PartnerHORI produces licensed fighting game controllers for Capcom titles including Street Fighter 6 (NOLVA series in character variants like Ryu, Ken, Chun-Li, Guile, etc.) and Tekken 8 (Fighting Stick Alpha, Fighting Commander OCTA). Products are developed under Capcom licensing for fighting game community.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• PDP (Performance Designed Products): PDP is a direct peer producing officially licensed gaming controllers, arcade sticks, and accessories for Nintendo, PlayStation, and Xbox. The company operates the Victrix sub-brand for premium fight sticks and is one of HORI's most direct competitors in the licensed controller space.
• Qanba: Qanba is a direct peer in premium arcade sticks and fighting game controllers, with strong presence in the fighting game community. Qanba's Obsidian and Dragon series fight sticks target the same competitive FGC audience as HORI's NOLVA and Real Arcade Pro products.
• Mayflash: Mayflash is a direct peer manufacturing arcade sticks, fight pads, and controller adapters commonly used in the fighting game community. The company's universal controller adapters and arcade sticks overlap with HORI's NOLVA and Real Arcade Pro product lines.
• Brook Gaming: Brook is a direct peer specializing in arcade sticks, fight pads, and controller adapters for fighting game and console markets. Its Marvel/Dragon Ball themed arcade sticks compete directly with HORI's Real Arcade Pro and NOLVA lines for the fighting game community.
• PowerA: PowerA is a direct peer, manufacturing officially licensed Nintendo, Xbox, and PlayStation controllers, fight pads, and accessories. Like HORI, the company relies on first-party licensing relationships and competes in the same controller and accessory categories for the same console platforms.
• Scuf Gaming (Corsair): Scuf Gaming, owned by Corsair, is a direct peer producing premium licensed controllers for PlayStation and Xbox with customizable features. The company competes with HORI's premium HORIpad and Fighting Commander lines for the same high-end controller buyer.
• NACON (Bigben Interactive): NACON is a direct peer producing licensed controllers, arcade sticks, and racing wheels for PlayStation, Xbox, and PC. The company's RIG, Revolution, and Pro Compact controller lines compete directly with HORI's HORIpad and Fighting Commander portfolios in the same licensed accessory categories.

Emerging players

• 8BitDo: 8BitDo is an emerging player producing officially licensed retro-style and modern console controllers for Nintendo Switch and other platforms. While focused on the retro aesthetic niche, 8BitDo competes with HORI in the licensed Nintendo controller space at lower price points.

Broad incumbents

• Logitech G: Logitech G is a broad incumbent producing gaming controllers (including licensed Astro and Pro lines), racing wheels, headsets, and peripherals. The company is much larger and broader than HORI but overlaps in racing wheels and console gaming accessories.
• Razer: Razer is a broad incumbent in gaming peripherals including controllers, headsets, and keyboards. While Razer focuses more on PC gaming and its own first-party designs, it competes with HORI in console controller and headset categories as a larger, more globally recognized brand.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/HORI__OFFICIAL
• YouTubeyoutube.com/@horicorp/featured
• LinkedInlinkedin.com/company/hori-co.-ltd.

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 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 Hori