GWN: What goals do you set for your chairs?

JD: [There are four things we look for:]

    * To make video games more fun
    * Most comfortable seating
    * High value
    * High appeal to large number of gamers

GWN: What is your current view on competitors, such as Precise Chair and PlaySeatsNA?

JD: They seem to have different goals than we do and they appear to target only a very specific segment of the gaming audience.

GWN: What expectations do you have from partnering with companies such as Capcom instead of just making gaming chairs like other chair manufacturers, and what complications do these partnerships bring?

JD: In 2008, Ultimate Game Chair became the first and only game chair company to have a formal licensing agreement with any game publisher.

Capcom, a leading worldwide developer and publisher of video games, debuts the first co-branded Reactor chair to its 50 million gamers worldwide. Partnerships with major gaming behemoths give Ultimate Game Chair instantaneous credibility and worldwide exposure – pairing the best games w/the ultimate playing experience.  Capcom and Ultimate Game Chair are currently working together on a variety of marketing/co-branding opportunities to support the debut of the Capcom Reactor at the end of October.  

As far as complications, since we are relatively small, we are used to making fast decisions.  When working with large companies like Capcom & Sega, we have to be patient as there are many approval levels.

GWN: How big is your development team?

JD: Four members in engineering & design in the US, [and] four in ShenZhen, China.

GWN: What is the goal for your company to reach in the next year? 5 years? 10?

JD: We want to become the standard for game play.  Our game chairs make video games more fun, and that’s why we all play.  If we can deliver a better game experience with different models to reach the price gamers want to pay, the sky is the limit.

GWN: Can you describe the typical development cycle of a new chair, such as the Reactor?

JD: Identify the needs of the gamer, then match with the needs of the retailer. Create some preliminary designs, go to China and meet with our design team there.  We then collaborate on what is do-able, make some decisions and move forward on the final design.

GWN: What are the current plans for expansions and accessories for the Reactor chair?

JD: The price, sleek design and of course, game functionality will make the Reactor our flagship product for 2008.  That said, Ultimate Game Chair is also working on several other models that will specifically target key customers -- kids, PC gamers as well as our solid fan base of hardcore gamers.  Each model will be designed for a specific customer segment – balancing the gamer’s wish list of game play nirvana at an affordable price point.

GWN: What is the one thing you had to leave off the Reactor that you wish could stay on?

JD: Cup holder!