AutoFull Expands Esports Footprint with High-Tech Gaming Chairs at IEM Cologne Major
Event summary
- AutoFull provided its M6 Ultra+ 2.0 and M6 Ultra 2.0 gaming chairs at the IEM Cologne Major 2026, featuring world-first cooling/heating seats and massage functions.
- The company is the Official Gaming Chair Partner of ESL Pro Tour 2026–2027, covering major events including Intel Extreme Masters and ESL Pro League.
- AutoFull has supported nearly 2,000 tournaments since its founding in 2014.
- Both flagship models will be available at promotional prices during Prime Day on AutoFull’s website and Amazon.
The big picture
AutoFull’s deepening ties with ESL Pro Tour reflect the growing commercialization of esports, where peripheral manufacturers are investing heavily in tournament integrations to boost brand visibility. The company’s high-tech chair offerings align with a broader trend of premium ergonomic solutions targeting professional gamers, positioning AutoFull as a key player in the evolving gaming hardware market.
What we're watching
- Partnership Leverage
- How AutoFull’s ESL Pro Tour partnership will translate into consumer demand for its high-end gaming chairs.
- Product Differentiation
- Whether the cooling/heating and massage features can sustain AutoFull’s premium pricing strategy.
- Esports Market Growth
- The pace at which esports sponsorships drive hardware sales in the competitive gaming sector.
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