SteelSeries was founded in 2001 by Jacob Wolff-Petersen. The company's original name was Soft Trading, and it was changed to SteelSeries in 2007. Soft Trading made the Icemat and SteelPad mouse mats, the latter of which influenced the company's eventual name change. In 2008, SteelSeries acquired Ideazon, a North American-based developer and manufacturer of gaming peripherals. Michael von Essen-Mueller, the company's first CEO helped the company establish its brand and grow to a global footprint. In 2007, SteelSeries hired Bruce Hawver as CEO . The company saw tremendous growth over the next five years as it expanded its portfolio and channels, developed the SteelSeries Engine platform, and added partnerships across the e-sports and the gaming ecosystem In 2012, SteelSeries received investments from U.S.-based private equity firm, Catterton Partners, and Chinese-based private equity firm, ClearVue Partners, of undisclosed amounts.