Peripheral maker Glorious PC Gaming Race, which makes the popular Model O gaming mouse, has decided to ditch the racial epithets that have long and unfairly found a home in PC gaming. From here, the company will simply be Gloriosa, which seems like a much more grown-up name for a serious company.
“The new brand better aligns Glorious’s public face with our current values as we continue to mature and enter new product categories,” the company says. “It’s more inclusive, versatile and accessible to the rapidly growing global community of Glorious fans.”
“… we also want to ensure that the new audiences we are reaching can also feel a positive connection to our brand.”
It might take some time to shake up the remnants of the Glorious PC Gaming Race, though. The company says that while an immediate rebrand should be completed in a few weeks, including a new webstore URL (the existing one is pcgamingrace.com), it will be a multi-year process to make the change completely.
PC games have long struggled with the use of phrases with a racial imprint, ie ‘master race’, which has connotations with the Nazi regime. For example, one of the biggest and busiest PC gaming subreddits with 6 million members is called r/PCMasterRace. A subreddit that considers it important to firmly note that no player is truly superior to another in their ‘Why PC?‘ guide, which would seem totally off point if it weren’t for the bad choice in name.
As Tyler Wilde wrote in 2015 in his call to end the racial joke: “If you have to explain that your community is not about racial supremacy, then maybe you’ve chosen a bad name for your community.”
For the newly named Glorious, it’s a simple and effective rebrand that’s totally welcome. The new logo looks nice and still harks back to the original logo without the nasty racial epithet thrown in there. It looks like nothing was lost with the move, as the company was often referred to as ‘Glorious’ anyway, but it means we won’t have to reference our dislike for the brand name in the comments no more.
I also assume that company employees will feel a lot better about telling friends and family where they work without the embarrassing explanation of the master race meme; “It’s a joke decade-old YouTube videoright, about how PC gamers are racially superior to console gamers.” Yeah, ok buddy.
“While we remain committed to serving PC gamers and don’t take ourselves too seriously, we’ve also grown and matured significantly as a brand,” says Shazim Mohammad, CEO and founder of Glorious.