Philips is continuing its bid to form close relationships with the videogame industry. The company has just signed a three-year deal with the World Cyber Games that will see the integration of Philips' immersive amBX gaming peripherals into gaming tourneys as well as the birth of a new competition: the WCG Philips amBX Cup Challenge.

The announcement was made by Michael Arzt, senior vice president and general manager of WCG organizer International Cyber Marketing USA. According to Arzt, as an "Official Global Partner," Philips' exclusive hardware sponsorship designates Philips amBX accessories as the official Ambient Gaming Environment Systems at select WCG events.

"Working with the World Cyber Games is a great opportunity for Philips to showcase the power of amBX and further immerse gamers into the competition," said Engelbert van Pelt, the general manager of peripheral accessories of Philips Electronics.

"Both Philips' and the World Cyber Games' goal is to create an amazing experience for the gamers. We believe the amBX peripherals and the amBX Cup adds a new level of immersive playing never before experienced in the World Cyber Game events."

This year's World Cyber Games will be held on October 4 through 7 in Seattle. Epic Games' hit TPS Gears of War will be one of the many games where gamers will compete in.