HP Inc. is merging its OMEN gaming lineup into its HyperX brand, betting that a unified identity will strengthen its push into premium gaming PCs, displays and peripherals as competition heats up for gamers’ spending.
The company announced the strategy at CES in Las Vegas, showcasing a wave of new products that emphasize artificial intelligence, faster displays and custom hardware. Moving forward, HyperX will serve as HP’s end-to-end gaming brand, covering laptops, monitors, controllers and software.
The shift combines two brands HP has invested heavily in—OMEN for high-performance systems and displays, and HyperX for gaming accessories—into a single ecosystem. The move mirrors broader industry trends as rivals such as Lenovo’s Legion and Dell’s Alienware expand integrated gaming portfolios.
“Gamers deserve a seamless experience that matches their passion, from the systems that power their worlds to the gear that connects them,” said Josephine Tan, HP’s senior vice president and division president of personal systems gaming solutions.
HyperX OMEN MAX 16
Flagship Laptop Raises the Stakes
At the center of HP’s CES lineup is the HyperX OMEN MAX 16, the company’s new flagship gaming laptop. HP says the device is its most powerful to date, delivering up to 300 watts of total platform power—an increase over the previous generation. It will offer Intel Core Ultra 200HX processors or next-generation AMD Ryzen AI chips paired with Nvidia GeForce RTX 5090 laptop GPUs.
To support sustained performance, the laptop features a redesigned cooling system called OMEN Tempest Cooling Pro, including a third fan and a fully internal airflow design. The device also includes a high-polling-rate keyboard to reduce input lag and offers an OLED display option with a 240-hertz refresh rate.
AI Takes Center Stage
HP is leaning heavily on AI for its new lineup, positioning its OMEN AI software as a one-click optimization tool. The software is designed to automatically adjust OS, hardware and in-game settings to improve frame rates—eliminating the need for manual tuning.
HyperX OMEN OLED 34
Next-Gen Displays and Accessories
HP also expanded its display lineup with the HyperX OMEN OLED 34, a 34-inch ultrawide monitor built on next-generation V-stripe QD-OLED panel technology. The monitor supports a 360-hertz refresh rate and near-instant response times, aimed at competitive gamers and creators needing color accuracy. The monitor also includes USB-C power delivery and a built-in KVM switch for multi-device users.
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| HyperX Clutch Tachi |
Glimpse of the Future: Brain-Sensing Headset
HP also previewed an experimental product: a gaming headset developed with neurotechnology startup Neurable. The device uses electroencephalography sensors and AI to interpret brain activity in real time, aiming to improve focus and accuracy—an early signal of how HP sees neuroscience intersecting with gaming.
Market Outlook
The new products are expected to launch in spring on HP’s website, with pricing to be announced closer to release. For HP, gaming remains one of the more resilient segments amid a sluggish PC market, and the company is clearly betting on a unified brand strategy and AI-led innovation to regain momentum.