As the tectonic plates of the tech industry continue to shift, Logitech charts a new course by bringing together two acclaimed brands under the umbrella of Logitech G. In a dramatic reshuffle, Logitech is relegating the Blue Microphones brand to history and wrapping its core technology into Logitech G, while Astro remains an intact premium console audio product series, albeit within the broader Logitech G portfolio.
Back in 2017, Logitech put $85 million on the table to acquire Astro, the gaming headset titan. The following year, Blue Microphones, the famed mic manufacturer, joined the Logitech family for an impressive $177 million. Now, the narrative takes an intriguing twist as Logitech consolidates these acquisitions within the Logitech G framework, designed to cater to gamers and streamers worldwide.
As per the brand merger FAQ from Logitech, the Blue Microphones name will recede, yet its legacy will live on through the acclaimed Yeti brand, which will find a new home within Logitech G. Meanwhile, Astro is set to retain its brand identity within the Logitech G realm, and in fact, anticipates a product launch in the near future.
A stroll through Logitech's digital storefront already offers a glimpse of this shift, with Yeti microphones now being sold "with Blue VO!CE," effectively sidelining the once-dominant Blue brand. However, fans of Astro need not fret, as Astrogaming.com continues to remain operational.
The tech landscape has seen numerous mergers and acquisitions over the years, yet not all have culminated in a brand dissolution like Blue's. Corsair, HP, and Razer, to name a few, have maintained the brand identities of their acquisitions, making Logitech's strategy somewhat unique in the industry.
It's unclear why Logitech chose to phase out the influential Blue and Astro brands, which pioneered the microphone-for-streamers and high-end gaming headset categories, respectively. Yet, it appears that in the duel between Blue and Yeti, Yeti emerged as the resonant victor.
Logitech frames this as an opportunity for synergy, promising an integrated control experience for formerly Blue, Astro, and Logitech Creator products within the Logitech G software suite. As this tech tale continues to unfold, it remains to be seen how users and industry observers will react to this change of guard.