K-9000

Turtle Beach has launched their new brand platform ‘Seriously Unserious’ by building the K-9000, a new video game controller that gives gamers the chance to finally play with their best friends on the planet: their dogs.

The Turtle Beach K-9000 is a working video game controller designed specifically for dogs. Complete with the same serious engineering you find in every Turtle Beach product. To develop the controller, Turtle Beach Engineers researched to determine Canine Capable Actuation. Creating a product with big targets, clear and obvious actuation so a dog can finally play video games. It shows that Turtle Beach is serious about engineering, but always with the goal of gaming being as fun and unserious as possible.

Created in partnership with AOR GUT New York to support the launch of the new Seriously Unserious brand platform and tagline, it is a clear articulation of Turtle Beach’s goal of bringing fun back to gaming.

“We loved the idea of creating a product that’s purely designed for fun,” says Kate Zibell, CMO at Turtle Beach. “Creating a controller that gives dogs the chance to play more games than just fetch is the perfect representation of Seriously Unserious and the brand we’re building at Turtle Beach.”

The first controller was sent to Doug the Pug, instantly turning the internet’s favorite dog into a gamer. Doug unboxed the controller on a TikTok live seen by 7,000 people. Doug continued posting gameplay with the controller leading up to National Puppy Day, when he and Turtle Beach invited gamers everywhere to sign up for a chance to win their own controller (not available for purchase) in honor of National Pet Month.

“The incredible lengths of engineering that Turtle Beach goes through just for us to play video games is nuts,” said Lucas Bongioanni, Chief Creative Officer at GUT New York. “ The serious tech with the unserious nature of playing games with friends. Turtle Beach has the name, the logo, and the spirit to bring gaming back to its fun roots.”

The K-9000 sign-up page is live through the rest of the month, giving gamers everywhere a chance to win a controller of their own so they can play games with their dog. Doug the Pug’s content playing with the controller can be viewed on Doug’s social feeds and the product launch video can be viewed above.