Creative is now looking to allow audio firms to use it in their headphones. In September last year, it created a Super X-Fi enabled dongle called the SXFI Amp that connects to headphones, and has since added more products.ДЄt this year's CES earlier this month, Super X-Fi bagged 13 Best of CES awards. It won rave reviews with audio sites using words like 'glorious' and 'magical' to describe it. His Super X-Fi technology involves an artificial intelligence engine that customises the user's audio experience based on how he perceives sound in the real world.Д¬reative showed a prototype of it at the prestigious Consumer Electronics Show (CES) last January. There have been attempts at creating 3D audio on headsets but all have been 'crap'. Right now, no matter how good a pair of headphones is, the sound is forced and 'claustrophobic', as Mr Sim puts it.

The headphone audio industry has been trying to achieve this 'holy grail' for a long time, he says. Super X-Fi allows headphone users to experience sound in expansive, three-dimensional detail, like in real life. This is a revolutionary audio technology that Creative has spent the last 20 years developing - to the tune of US$100 million (S$136 million), he says - and which is finally bearing fruit. One such idea is Super X-Fi, his other great passion right now. 'A lot of times, it's when I'm running that I have breakthrough ideas. He loves it for the challenge and how it clears the mind. вЂњRunning has trimmed his weight from 84kg to 77kg. This paradigm shift will elevate mankindвЂ™s appreciation of audio through this gift we call Super X-Fi.вЂќ I believe this is what every headphone should sound like. This is the вЂHoly GrailвЂ™ of headphone audio which the whole industry has been searching for. ItвЂ™s like after watching color on TV, you wonвЂ™t want to go back to black-and-white! Once you experience Super X-Fi, you wonвЂ™t want to go back to the old headphone experience. We are on the verge of a universal game-changer in the way people experience audio in their headphones, where the audio experience is so expansive, immersive, and life-like, that itвЂ™ll be the new norm of headphone-listening. What we are seeing here is life-changing. As the creator of the Sound Blaster, which has sold over 400 million units worldwide, the excitement that I felt then doesnвЂ™t even come close to what I feel now with Super X-Fi. IвЂ™ve never been so excited before in my whole life. And now to see how many have been blown away by its magical performance is something truly fulfilling for me on a personal level.

вЂњSuper X-Fi has been a dream of mine since the 1990s, and has taken over twenty years of engineering sweat, tears and grit to realize this feat.

On its maiden outing at the worldвЂ™s largest consumer electronics show in Las Vegas in 2018, CreativeвЂ™s all-new Super X-Fi technology won the prestigious AVS Forum Best of CES 2018 Award. GAME-CHANGING SUPER X-FI BLOWS THE MINDS OF EXPERT REVIEWERS, BAGS PRESTIGIOUS AVS FORUM BEST OF CES AWARD 2018 SUPER X-FIв„ў HEADPHONE HOLOGRAPHY WON BEST OF CES AWARD 2018

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