Skip Navigation or Skip to Content

Bolton, England and Salzburg, Austria, 24. July 2018

Sony DADC grows its Consumer Sales business and signs strategic partnership with ABP Technology Ltd to distribute range of video game accessories

  • Sony DADC extends its positioning as retail services provider of entertainment and consumer electronics, accessory brands and media.
  • ABP Technology Ltd a major UK based video game peripherals and consumer electronics company, signs strategic partnership with Sony DADC to provide sales, service and retail distribution across multiple European territories.
  • Brands include 4Gamers™ with their officially licensed PlayStation 4 range, as well as STEALTH™ branded products.


Sony DADC a leading supply chain services provider for the entertainment industry and beyond, announced today that their Consumer Sales unit has signed a strategic partnership agreement with ABP Technology Ltd to distribute licensed products in the 4Gamers range as well as a line of products marketed under the company’s STEALTH range. ABP Technology Ltd will be working with Sony DADC to expand and grow their retail business outside the UK and across Europe.


Sony DADC will provide sales, distribution, marketing and support for the product lines across key European territories, starting with Nordics, Iberia, Poland, France, Italy and Benelux, with more territories expected to follow in time. In addition, Sony DADC will manage the 4Gamers and STEALTH business across all of Europe for a leading game retailer. A dedicated Sony DADC Consumer Sales retail team is on board to drive sales throughout strategic territories.


The Consumer Sales unit was first announced in August 2017 and is a fresh initiative, designed to diversify the business and further positions Sony DADC as the number one provider of retail services for entertainment, consumer electronics, accessory brands and media.


Sony DADC’s Consumer Sales business unit offers an end-to-end solution for partner brands, utilizing their existing distribution and warehousing capabilities as well as their own services offering, bringing brands to retail via their own direct to retail sales team, as well as direct to consumers. Sony DADC’s Consumer Sales business unit will connect products and services directly to the largest retailers.


ABP Technology Ltd, a top-tier provider of video game peripherals, consumer electronics and accessories for the mobile sector will be working with Sony DADC’s Consumer Sales unit to bring their highly regarded product brands to key European territories.


Paul Carrington, Sales Director for ABP Technology Ltd commented, “Over the last thirteen years, we’ve enjoyed sustained growth thanks to a combination of popular licenses, high-quality product and a commitment to service, allowing us to form strong relationships with retail. We’re convinced that Sony DADC will allow us to take our business to the next level, thanks to a highly experienced team who know the gaming landscape as well as us and have the talent to handle every facet of sales, distribution and service.”


Chris Spearing, Vice President of Sony DADC’s business unit Consumer Sales said, “We’re pleased to announce ABP as the next partner to join the Consumer Sales unit, and I believe we have an exciting opportunity to organically grow this much-loved brand across Europe. Sony DADC is well established as a reliable retail services provider and I’m confident that the provision of a true end-to-end retail solution will be attractive to retail and consumer alike and allow us to quickly grow market share for the ABP product offerings.”


About Sony DADC

Sony DADC is a leading end-to-end services provider for the entertainment industry and beyond, offering world-class physical and digital supply chain solutions and optical media replication services. The company’s network consists of service offices, optical media production and distribution centres worldwide. Find out more at:


About ABP Technology Limited

ABP Technology Ltd designs stylish, innovative and high quality gaming accessories and audio products under a number of well-known brands such as STEALTH and their officially licenced product range 4Gamers. Headquartered in Bolton, United Kingdom and partnerships in Europe, Middle East, Australia  and New Zealand ABP Technology’s products can be found in major retailers across the globe.  We are a fast-moving, forward-thinking and friendly company at the cutting edge. We are ABP. For more information, please visit


Press Contact:

PR agency working on behalf of Sony DADC’s business unit Consumer Sales

Little Big PR Limited

Alex Verrey

+44 7957 204 660

Press Images
Press Contact