“The goal is to serve the needs of pro players”: Logitech G on product development and the role of AI

Over the past decade, the focus on creating gaming peripherals geared towards esports has increased significantly, with a variety of manufacturers launching products designed for competitive play.

Whether it’s PC monitors or gaming chairs, several products are designed with optimal in-game performance in mind.

In September, PC peripherals and software brand Logitech G unveiled ten new products as part of the 2025 Logitech G PLAY product showcase, including two new additions to its Pro Series range.

Following the event, Esports Insider sat down with Robin Piispanen, General Manager of Pro and Simulation, and Cary Lambert, Global Marketing Lead of Esports, for insight into the importance of serving the needs of pro players.

Whether it’s League of Legends, VALORANT, or Counter-Strike, having equipment that is capable of withstanding lengthy practice sessions and high-stakes tournaments is essential for players at the highest tier of esports. 

To achieve the durability required at this level, Logitech G collaborates with several esports players across various titles, resulting in valuable feedback and the creation of products optimised with competition in mind.

 “The G brand at the highest level is really focused on extending human potential in play,” Lambert shared. “The Pro series specifically are results of deep, methodical, and personal relationships with pro players, because the goal is to serve the needs of those pro players.”

Lambert, who is also a former professional World of Warcraft player, revealed that Logitech G has collaborated with over 400 professional esports players, with between 75 and 80 providing direct contributions and feedback during the development of products such as the Pro X2 Superlight wireless mouse. 

In recent months, the brand has joined forces with multiple esports organisations, including FURIA and G2 Esports, to equip players with equipment and collaborate on a range of initiatives.

“JonahP from G2 Esports’ VALORANT team was one of the first early adopters [of the Pro X2 Superlight wireless mouse], and that has given us incredible feedback that has really resulted in how this product has come to life,” said Lambert.

“We developed a factory prototype of this mouse, gave it to a handful of esports players, including Jonah P, and he was able to win VCT Americas Stage 2 with the mouse in hand before other people got to use it.”

She continues to emphasise the importance of esports player involvement in product design and development:

“I think players like that are true innovators, right? They’re taking that chance, that leap, and engaging with technology that hasn’t been proven, and getting that direct competitive feedback is crucial to our development process.”

Innovation remains a key pillar of Logitech G’s product development process. The company creates prototypes featuring a combination of deep methodical research and collaboration with esports players before undergoing extensive testing. 

Following the tests and further feedback, further changes are made before large-scale production begins.

“We have three phases that are part of the collaborative design process,” Lambert explained. “Innovation is very crucial and important to Logitech. The second is validation by pro players. By combining these two philosophies, we’re focused on the future and what the future of competition looks like.”

The use of AI across various industries continues to split the opinions of the community. On one hand, its use can streamline processes, while on the other, it can be viewed as a threat to multiple roles within the workplace.

In recent months, esports organisations have continued to expand the use of AI across a range of initiatives to enhance fan engagement, and Logitech G is already exploring how it could be used to improve product development. 

“I think that there’s a ton of potential for AI in regards to data collection,” revealed Lambert. “As the industry increases, maybe we can get access to data and see how it could improve our gear. For AI, there is a ton of potential in esports, and I’m really excited for what the future holds.”

“I think there’s a lot of benefit when it comes to coaching, improvement, and understanding,” added Piispanen. Logitech G’s GM of Pro and Simulation also shared his concerns with the use of AI and how additional support could compromise the integrity of online tournaments. “A sport is only a sport when it’s a level playing field, but if you have an AI supporting you in ways that a human never could, it doesn’t become a sport anymore.”

With esports teams and players constantly looking to have an upper hand over their opponents, Logitech G’s ongoing collaborations with its partner organisations continue to drive innovation in the world of product development. 

As AI is adopted more and more in various roles, the company is prepared to integrate it into its own processes to deliver new products that appeal to both amateur and professional players.