M-Audio is considering its gaming options for consumer market, Pr...

of Sonica external USB audio card with digital and analog connectors. Audio upgrade device, targeted at videogamers and home theater enthusiasts, started shipping last month but -- so far, anyway -- only major retailer carrying it is CompUSA, which is selling it for $79.99. Only other place it can be bought is direct from company’s Web site, www.m-audio.com, for $89.95. But Ivan said company was looking for additional retailers and “reception has been great” so far. M-Audio also is planning to ship Sonica in Europe and Japan but timing was unclear. Among factors that made company decide to enter consumer space was DVD’s ability in last couple of years to drive multichannel audio demand among even mainstream consumers, Ivan said. On game front, company has no additional specific plans at this time, we were told. But Ivan said M-Audio might decide to introduce multichannel audio card targeted at gamers at some point in future that he said would be superior to products being offered now by others. M-Audio also may consider branching out beyond audio products in consumer market, he said, but he didn’t offer specifics. Company was started in 1988 and its pro products have included audio cards, microphones, speakers. Ivan said goal of company was to bring professional-level quality to products aimed at consumer market. He told us company had been “highly profitable since 1993” and sales had expanded more than 190% in last 2 years.