The product name 'Kingston HyperX Alloy FPS Mechanical Gaming Keyboard' is wider than the keyboard itself.
As you can summarize from its name, it is aimed towards First Person Shooting? You would speculate that Kingston would eventually have MMORPG/MOBA keyboard with on-the-fly macro keys. Kingston isn't very shy to diversify, similar to Corsair. Once known for flash and memory products, Kingston has a good reputation for selling headphones and headsets of different make, features and pricing.