CHERRY shortlisted for PCR gaming award with XTRFY peripherals
CHERRY has been shortlisted for Gaming Peripherals Vendor of the Year at the PCR Awards 2025 for its XTRFY range of keyboards, mice and headsets.
The Gaming Peripherals Vendor of the Year category is awarded to brands seen to have made a notable impact on the gaming sector, with a specific focus on innovation, performance, and market visibility. The awards recognise achievement across the technology retail and distribution ecosystem in the United Kingdom.
CHERRY's XTRFY product line merges the company's heritage in mechanical switch engineering with XTRFY's esports-focused background, supporting a product strategy that involves cooperation with professional gamers and esports enthusiasts. According to the brand, this joint effort aims to continuously push the development of performance technology designed for gaming.
Over the past year, CHERRY has introduced a variety of products intended for both gaming and productivity users. These include the MX Northern Lights Switch, the IK Magnetic Switch, the H3 Wireless Headset, the MX 8.3 TKL Wireless Keyboard, and the KW 300 and 300W MX keyboards, which are the company's first hot-swappable models aimed specifically at productivity tasks.
The CHERRY XTRFY range commands a retail presence across the UK, being available online as well as at Curry's stores nationwide. This distribution strategy seeks to meet both casual consumers and dedicated gaming professionals in multiple retail environments.
Collaborations with professional gamers are cited as crucial to the ongoing development of the XTRFY line. One of the recent endorsements came from Counter-Strike player Emil "HeatoN" Christensen, who described the brand's wireless gaming headset as "perfect for FPS games" and highlighted its directional audio capabilities.
As part of its ongoing expansion into retail and professional esports, CHERRY regards the PCR Awards nomination as validation of its approach. The inclusion on the shortlist reflects the company's efforts to provide products tailored to the expectations of competitive gaming and broader productivity needs.
Robin Bithrey, Channel Marketing Manager at CHERRY Europe said: "We're proud to be shortlisted for this award. At CHERRY, we're gamers ourselves, and that passion fuels everything we create. From working closely with eSports pros to obsessing over the tiniest design details, our mission is to help every player get the most out of their game. Recognition like this tells us we're on the right path."
The PCR Awards ceremony is scheduled to bring together prominent figures from the technology retail channel. CHERRY's nomination for Gaming Peripherals Vendor of the Year underscores a period of growth and product launch activity for the company, with an emphasis on integrating user feedback and professional input into its product lines.
The XTRFY range and associated products are now part of CHERRY's broader strategy to increase its market share in gaming peripherals by partnering with both retailers and professional gamers. The company continues to highlight collaboration as a driving force behind its development cycle and product releases.
