After Kingston sold its accessory division, which ran under the HyperX brand, to HP, a new name had to be found for the gaming products. These are now to run under the name Fury.
New “Fury” brand
Previously, the American manufacturer of memory products had sold its RAM and SSDs under the HyperX brand. However, after the accessories division went to HP, it needed a new name. Now the SSDs and RAM modules are sold under the Fury brand. The brand is supposed to be aimed at enthusiasts, just like before.
The manufacturer wants to offer conventional DDR4 DIMMs and also SO-DIMM modules, which can then be installed in a PC or notebook. Kingston’s says, “Performance features range from plug and play auto-overclocking to two classifications of Intel XMP.”
Target groups remain
Kingstons target audience remains. It is to continue to produce SSDs for all budgets. So SSDs in 2.5 inches with SATA interface and also M.2 drives with NVMe interface. Fury storage media, which are intended for installation in the Xbox Series X/S or the PlayStation 5, will also be offered.
As before, not only high-end products for the big purse will be offered, but also cheaper models of SSDs will continue to be offered. These put storage capacity before speed and access time. Cheaper QLC flash devices are usually used for these.
Kingston’s HyperX page is still under construction at the moment, so some product pages still lead to the HyperX designation. However, these can already be found by searching for Fury. It will be a little while before the brand can finally distinguish itself from the HP peripherals. Until then, there is still some confusion, for example with the Kingston HyperX Fury SSD, which has both brands in the name.