Glorious PC Gaming Race Finally Rebrands

Glorious PC Gaming Race has finally decided to rebrand.

Since 2014, Shazim Mohammad's company has sold mice, keyboards, and mousepads under the Glorious PC Gaming Race brand, a nod to the "Glorious PC Gaming Master Race" phrase coined by Benjamin "Yahtzee" Croshaw in a 2008 video.

As The Verge notes, that moniker was intended as a tongue-in-cheek reference to PC gamers who looked down on console gamers. And while you'd like to think the name would've raised eyebrows in 2014, it has persisted until this week, when the company rebranded as Glorious.

"Our founder started Glorious in 2014 when he was 24 years old," the company says. "As a die-hard PC gaming enthusiast, he named the company 'Glorious PC Gaming Race' as a play on a then-popular meme within online gaming communities he hung out in. At the time he had no idea what the company would eventually grow into."

The company has already started to use the new branding on some products—namely the Glorious Modular Mechanical Keyboard 2. "Existing products will be periodically updated to the new branding over a period of several years," it says. Any products it has coming down the pipeline will also use the Glorious branding.

The company says it will be moving its website, which is currently found at pcgamingrace.com, to a new domain as well. Glorious hasn't revealed what the new domain will be. (It seems the obvious candidate, glorious.com, is currently owned by a domain squatter.) More information about the new home for the Glorious website is supposed to arrive "in the coming weeks."