February 25, 2026, 11:34 am | Read time: 3 minutes
In more and more German cities, branches of the Dutch discount retailer “Action” are appearing. It offers a variety of products, including hardware and accessories. A frequently found brand is Battletron, but who is behind it?
The Dutch discount retailer Action opened its first store in 1993. Since then, Action has been on a rapid expansion course in Europe. The retailer currently operates about 2,500 stores in 11 countries, with more than 500 in Germany alone. Action focuses on everyday goods, such as small furniture, accessories, personal care products, cleaners, toys, or garden tools. Since the end of 2019, Action has also been selling gaming accessories under the brand name Battletron, often significantly cheaper than comparable products from well-known manufacturers. What’s behind it?
Battletron Is an Action Private Label
An initial online search yields no results. Battletron is only listed in the European trademark register. Therefore, TECHBOOK inquired directly with Action to learn more about Battletron.
According to Action, Battletron is a private label. The products include a Bluetooth controller, a gaming mouse, mounts and chargers, as well as various lighting elements.
Action has built an entire system around the lighting accessories with Battletron Smart Connect. The app allows users to control Battletron’s light strips, LED strips, and other smart lighting products. The product images on the Action website promise a mood-enhancing, professional gaming atmosphere.
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Production Through Partner Companies
What stands out, however, is that not a single Battletron product costs more than 20 euros. Many gaming products are priced under 10 euros. The gaming mouse is even priced at just 5 euros. What about the quality?
Our inquiries with Action revealed that Battletron products are manufactured by Action’s partner companies in China. We couldn’t learn more specifics. According to a Statista source, about half of all Action products come from China.
Since the introduction of Battletron products at the end of 2019, there have been regular product updates, according to Action’s headquarters. The product lines are kept technically up-to-date, in line with customer preferences.
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Target Audience: Casual Gamers
Action listens closely to customer feedback. Customers appreciate Battletron products mainly for their low price. Action also reported that there are no quality complaints.
However, passionate gamers are certainly not the target audience for Battletron products. Instead, they appeal to people who enjoy gaming but don’t want to spend much on the atmospheric extras.
A quick online search confirms this impression. Alongside the expected criticisms, there are often neutral opinions about Battletron products. In most cases, the gaming accessories exceed the low expectations of testers.
Here, a customer reports on the Battletron gaming mouse. His verdict on the 5-euro mouse is quite satisfactory.