Gamescom 2019 - HP Omen has softened up its branding to make games more welcoming

Gamescom 2019 - HP Omen has softened up its branding to make games more welcoming

Computer hardware giant HP has switched up the look for its Omen games-focused brand in order to make the market more accommodation and less self-serious.

Speaking to at Gamescom 2019, consumer personal systems lead for EMEA Ricardo Silva said that it had ditched the black-dominated "alpha" branding in favour of a more relaxed and bright colour palette on a white background.

"As we are growing into this market, we're becoming a bigger PC player in this space, we're very attuned to the culture," he said.

"We want to treat and see gaming as a force to progress, as a way to improve our skills; I mean like basic skills, decision-making skills, dexterity. We want to see gaming as something that helps us to be better. The second thing is it doesn't necessarily have to be self-serious. Our old branding was very alpha-type with dominating blacks. We want to break from that. There is this high-end, esports-driven market, but we're seeing more and more kids who don't consider themselves gamers but they want to game. We feel like we're not serving them. It has to be a little less self-serious and a bit more fun.

"The word I use to describe it is British-English - we don't use it in the US - but it captures it really well, is cheeky. It's a bit more fun, a bit more cheeky, a little bit less self-serious. That's what we're trying to reflect a little bit more. We're bright, there are lots of colours. It's a little more welcoming."

You can read more from HP in our upcoming interview with Silva

You can keep up with all of's Gamescom 2019 coverage right here

PCGamesInsider Contributing Editor

Alex Calvin is a freelance journalist who writes about the business of games. He started out at UK trade paper MCV in 2013 and left as deputy editor over three years later. In June 2017, he joined Steel Media as the editor for new site In October 2019 he left this full-time position at the company but still contributes to the site on a daily basis. He has also written for, VGC, Games London, The Observer/Guardian and Esquire UK.