As it marks its 30th anniversary, Cooler Master has refocused its efforts on gaming peripherals and zeroed in on three niche audiences. The first is the keyboard enthusiast, the second is the streamer/content creator and the third is the hobby collector.

That pivot is reflected in its CES reveals this year. The company known for its PC cases and its cooling solutions has unveiled a new hot-swappable 96% format keyboard. Yes, the MK770 has a number pad and function row, but the designers compressed the layout so that it fits in a smaller footprint.

The big selling point is this keyboard has Cooler Master’s first-ever gasket-mount design though it will be interesting to see how they implement that. It also has a 3-way wheel with functions that can be customizable with software though it looks like a handy volume knob. Lastly, the MK770 will have wireless connectivity for up to three devices via Bluetooth 5.1 or 2.4Ghz. Users can also connect it via a USB-C cable, so keyboard enthusiasts can pull out their coiled cords for this one. The device has a 4000mAh battery.

Similar to the excellent Cooler Master CK720, this board will have hot swappable switches, silicone padding and fill and pre-lubed CM stabilizers, which are decent. It comes with Kailh Box V2 Switches, which are better than most keyboards’ stock offerings. Like its smaller sibling, the MK770 also features PBT keycaps though this time they’re offered in four colorways with the most interesting one having hues inspired by “Attack on Titan.”

If you’re a keyboard aficionado that needs a number pad, then the MK770 could be worth looking at.

FOR THE ASPIRING TWITCH STARS: When it comes to the streaming options, Cooler Master is going full force with three products. They are the Stream Lux, the Stream Lucid and the Stream Origins. As the name implies, the Stream Lux is described as a “pro-level solution” for streamers who need a strong light source. The desk-mounted light provides a max of 1600 lumens via edge-lit LEDs and the bulbs are adjustable to a range of color temperatures. It can be controlled wireless via desktop or phone.

The Stream Lucid is Cooler Master’s microphone offering. It has a built-in pop filter and 2 directional pattern modes: cardioid and omnidirectional. Along with that, the device has a tap-to-mute sensor and an adjustable mic gain knob. Also yes, it has RGB if you’re into that sort of thing.

The third offering is also the most intriguing device – the Cooler Master’s Stream Origins, which is an external capture card. This is how gamers record video from consoles if they don’t like the built-in solutions. The setup requires a PC or laptop, but the device does output video at 4K at 30 frames per second for streams and it supports low-latency video pass-through so users can play games at 4K HDR at 60 frames per second if that’s available.

All of these products were just revealed so prices and release dates weren’t available.

Lastly, Cooler Master is marking its 30th anniversary with new peripherals that highlight the company’s three-decade milestone. The lineup includes the MK721 Wireless Mechanical Keyboard. It’s 65% format without hot swappable switches. It’s also launching a MM712 Wireless Mouse and an MP511 Gaming Mouse Pad.