In a bold and decisive move at the CES 2026 tech showcase, HP has announced it is retiring its own brand name from its entire gaming portfolio. Every product, from high-performance laptops to monitors, will now carry the HyperX branding, a name already deeply trusted by the global gaming community.
From HP Omen to HyperX: A Complete Brand Overhaul
The change is immediate and comprehensive. The popular HP Omen 16 gaming laptop is now the HyperX Omen 16. The top-tier model becomes the HyperX Omen Max 16. Even the more budget-friendly Victus line is being absorbed, with the Victus 15 transforming into the HyperX Omen 15. Gaming monitors follow the same path. Physically, the change is subtle for existing designs—primarily a new HyperX logo below the display and an "HX" emblem on the laptop lid.
This strategic pivot leverages the strong reputation HyperX built over two decades, first under Kingston making high-performance RAM since 2002, and later as a leader in gaming peripherals like headsets and keyboards. HP acquired HyperX in 2021 and is now fully deploying it as the master brand for its complete gaming ecosystem.
"Gamers deserve a seamless experience that matches their passion, from the systems that power their worlds to the gear that connects them," explained Josephine Tan, HP's Senior Vice President of Gaming Solutions. The rebranding strategy mirrors the successful approach taken by Dell with its Alienware sub-brand, letting a dedicated gaming identity lead the category.
Heritage and Hardware: The Power Behind the New Name
The Omen name itself carries significant gaming pedigree. It originates from VoodooPC, a legendary Canadian gaming PC manufacturer that HP purchased in 2006. VoodooPC had been crafting elite gaming machines since 1991, bringing serious engineering credibility to HP's gaming ambitions.
Now, under the HyperX banner, the company is unveiling powerful new hardware set for release in spring 2026. Leading the charge is the flagship HyperX Omen Max 16, touted as the world's most powerful gaming laptop with fully internal cooling. It delivers a massive 300W of total platform power, harnessing next-generation Intel or AMD processors and graphics up to an Nvidia RTX 5090 laptop GPU.
Addressing past feedback, the Max 16 features a completely redesigned triple-fan cooling system to manage thermals, alongside a high-polling-rate keyboard and a stunning 16-inch 240Hz OLED display. The Omen 15 and Omen 16 models also receive similar specification refreshes.
Beyond Laptops: A Full Ecosystem Launch
HP's vision extends far beyond laptops. The company unveiled the HyperX Omen OLED 34 gaming monitor, featuring a cutting-edge V-stripe QD-OLED panel with a 21:9 aspect ratio, a blistering 360Hz refresh rate, and a 0.03ms response time. For console and arcade enthusiasts, HP introduced the HyperX Clutch Tachi, its first officially licensed Xbox arcade controller with magnetic switches.
In a glimpse into the future, HP teased a groundbreaking collaborative project: an EEG headset co-engineered with Neurable. This device uses neurotechnology and artificial intelligence to interpret a player's brain activity, aiming to help gamers enhance their focus and performance. Pricing for all new products will be announced closer to the spring 2026 launch window.
This wholesale rebranding marks HP's commitment to consolidating its gaming identity under a single, powerful banner that resonates directly with its core audience. By placing HyperX at the forefront, HP is betting that a name forged in the gaming community will drive the next chapter of its growth in the competitive gaming hardware market.
