The $1.5 billion startup that’s called the ‘Apple of gaming’ recently opened its first store in the US — take a look inside

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Business Insider/Eugene Kim

If you’re not a gamer, you’ve probably never heard of Razer.

But this Irvine, California-based startup, last valued at $1.5 billion, is a huge deal among PC gamers. Its high-quality gaming devices, sleek designs, and high prices have earned it the nickname the “Apple of the gaming industry.”

Razer recently opened its first US retail store in downtown San Francisco. Not surprisingly, its famously fanatic fans showed up in droves on the day it opened, creating a long line that went around the entire building.

We had a chance to visit the store this week to see what all the hype was about:


The new Razer store is in the Westfield Mall in downtown San Francisco. This is the line that formed outside the building on the day the store opened.

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Business Insider/Alexei Oreskovic

The store is on the ground floor. Here’s the main entrance.

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Business Insider/Eugene Kim

The store isn’t that big — just about 1,300 square feet.

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Business Insider/Eugene Kim

But it had a lot of cool Razer products on display.

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Business Insider/Eugene Kim

Here’s what a typical set of a Razer headset, keyboard, and mouse looks like. Razer’s famous for its “For Gamers. By Gamers” slogan.

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Business Insider/Eugene Kim

But they don’t come cheap. Some of the keyboards cost as much as $169.99.

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Business Insider/Eugene Kim

This funky mouse costs $129.99.

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Business Insider/Eugene Kim

The most popular product is supposed to be this Razer Blade laptop. It was out of stock at the moment.

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Business Insider/Eugene Kim

Some laptops have a keyboard with a small screen attached to it.

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Business Insider/Eugene Kim

Razer is best known for making computers and equipment optimized for PC gaming. This is one of its desktop computers. It’s pretty big.

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Business Insider/Eugene Kim

This is an external graphics dock called Razer Core. You simply connect this device to your laptop and it instantly takes over the laptop’s graphic card.

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Business Insider/Eugene Kim

The graphics are really good.

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Business Insider/Eugene Kim

The store has a lot of gaming stations where people can just play games for hours.

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Business Insider/Eugene Kim

It’s a nice after-school hangout spot for kids.

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Business Insider/Eugene Kim

And according to Doug Bates-Jones, a 19-year-old college kid, Razer is one of the coolest brands among teens. “There’s definitely a big following for Razer. It’s like the ‘Apple of gaming,'” he told us.

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Business Insider/Eugene Kim

Razer also makes equipment for game consoles, like this fight pad made for Xbox One …

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Business Insider/Eugene Kim

… and this controller for Xbox One.

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Business Insider/Eugene Kim

It also sells speakers and headsets. There’s this touch screen where you could test out the product.

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Business Insider/Eugene Kim

The store has a lot of screens on the wall. This one was live-streaming a game from Twitch. That guy in the screen apparently just made $54 by playing games.

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Business Insider/Eugene Kim

It also sells Razer gear …

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Business Insider/Eugene Kim

… and bags.

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Business Insider/Eugene Kim

Razer says that people are invited to stay all day and play games on-site. “San Francisco is a unique global epicenter of creativity, technology and entertainment, and it’s our home town, so creating a phenomenal environment for gamers here was a very special endeavor,” Razer cofounder and CEO Min-Liang Tan said in a statement.

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Business Insider/Eugene Kim