Amazon’s marketplace is saturated with copycat companies selling tech accessories, making it difficult for brands to stand out. However, one Chinese brand, Jsaux, has managed to carve out a niche for itself in the gaming industry, particularly with Valve’s Steam Deck gaming handheld.
Jsaux, a seven-year-old Shenzhen accessory maker, initially focused on producing generic USB-C cables, iPhone accessories, and a quirky Bluetooth speaker. However, the company saw an opportunity to enter the gaming market and capitalized on it. Founder and CEO Jason Cai explains that Jsaux wanted to get into gaming, and the release of the Steam Deck provided the perfect timing for the company to make its move.
In June 2022, when Valve announced the delay of its Docking Station for the Steam Deck, Jsaux saw a golden opportunity. While the Steam Deck could be connected to any USB-C hub to output to a monitor or TV, gamers were eager for a proper standing dock, similar to the Nintendo Switch. Jsaux seized this opportunity and beat Valve to market with its own dock, gaining recognition from early adopters and enthusiasts.
Jsaux’s success with the Steam Deck dock led the company to expand its product line to cater specifically to Steam Deck owners. Through feedback from Reddit and direct communication with Steam Deck owners, Jsaux continued to iterate and add new accessories to its lineup. Today, the company offers a range of compatible products, including different docks, adapters, coolers, carrying cases, protective cases, screen protectors, and even a transparent rear shell for better cooling.
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Rather than discontinuing products, Jsaux strives to meet the diverse needs of Steam Deck owners by offering a wide range of accessories. Jacky Wang, Jsaux’s head of marketing, emphasizes that the company aims to build more than just a Steam Deck accessory brand and is exploring opportunities in other niches, such as PSVR 2.
Jsaux’s commitment to customer feedback is evident in its product development process. When fans expressed their dislike for the large Jsaux logo on the rear transparent shell, the company promptly removed it before shipping the product. Jsaux also actively engages with its Steam Deck community through Twitter and Reddit and collaborates with YouTubers for increased visibility.
While betting big on the Steam Deck may seem like a risky move, Jsaux-founder Jason Cai saw it as a natural progression for the company. He explains that Jsaux allocated half of its design team’s time to developing Steam Deck accessories and had a backup plan to focus on VR accessories if the gaming market didn’t pan out. Additionally, Jsaux’s strong relationships with suppliers allow the company to quickly produce small batches of products, leveraging their expertise in charging and stands to create innovative accessories.
It’s worth noting that the potential customer base for Steam Deck accessories is relatively small compared to mainstream devices like the iPhone. Valve has sold an estimated 2-3 million Steam Decks so far, whereas Apple sells about 200 million iPhones per year. Despite this, Jsaux remains committed to serving the passionate Steam Deck community and seeks to establish itself in other gaming niches.
In conclusion, Jsaux’s journey from a generic accessory maker to a prominent player in the Steam Deck accessory market demonstrates the power of timing, resourcefulness, and customer-centric product development. By identifying and capitalizing on opportunities, engaging with its community, and continuously iterating on its products, Jsaux has successfully carved out a niche in the gaming industry and laid the foundation for future expansion into other gaming markets.
