I'm not sure what Creative has been up to the last couple of years. A decade or two ago the company was the go-to name for sound cards but after that functionality got integrated in motherboards the audio card market saw a big decline. For a time, the company had a vibrant MP3 player business but does anyone still buy high-end MP3 players? I suppose they still sell some speakers and now the company is expanding into gaming peripherals.
Earlier this year we saw the first Sound BlasterX gaming mouse and yesterday TechPowerUp wrote a review of the Creative Sound BlasterX Vanguard K08. This is a mechanical gaming keyboard with custom OMRON switches, it features RGB LED backlighting, dedicated media keys and macro buttons. The site concludes the $139.99 keyboard offers good build quality, but laments about the poorly executed wrist rest and the very basic and buggy software.