Gaming peripheral company SteelSeries has closed a new partnership with Pelaajat.com, Finland’s largest streaming and esports media platform. The agreement will see SteelSeries gear integrated into the outlet’s live broadcasts and digital content.

The partnership aims to combine technical expertise with localised entertainment, offering the Finnish gaming community hardware deals and interactive stream segments.

As an “esports media” hub, Pelaajat.com operates as both a community platform and a production house, responsible for the country’s most popular esports broadcasts and regional tournaments, such as the Pelaajat.com Nordic Masters. Based in Jyväskylä, the organisation serves as a bridge for international brands looking to engage with the Finnish market through event management, professional live streams, and dedicated gaming facilities like the Agon by AOC Bootcamp space in the city.

“SteelSeries represents top-tier gaming gear expertise with a long history of providing gamers the best gear possible,” Pelaajat.com stated in their X account. “See you in the streams, where you’ll also find the best SteelSeries deals.”

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The deal follows a wave of regional expansions by hardware brands. Earlier this week, SteelSeries secured an exclusive multi-year partnership with Germany’s CGN Esports, focusing on the GSA (Germany, Switzerland, Austria) region.

This endemic reclamation of the esports space is becoming increasingly competitive across the world. While the monitor race keeps making headlines for deals from brands like ZOWIE, ASUS Republic of Gamers, and Philips Evnia, peripherals companies like Logitech G have anchored themselves within major organisations such as FURIA, G2 and Dplus KIA. CORSAIR also made waves through a “seven-figure” deal with FaZe Esports. Blacklyte, Secretlab, and AutoFull are also battling for dominance in the professional furniture sector, with Razer also granting its space both in furniture and in peripherals.

For SteelSeries, partnering with Pelaajat.com ensures its hardware remains in the spotlight of the Nordic region’s esports media during a period that includes the Finnish broadcasts for the Counter-Strike 2 IEM Major Cologne and the PGL Major Singapore.

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