You don’t hear much about the Philips amBX stuff anymore. A few years back the gear was going to be the next big thing in gaming. The core system was speakers, fans, and lights that made the room colors look like the game and blew in your face when you were doing things like driving or flying to make it more realistic.
Mad Catz is a company that makes all manner of gaming gear like controllers and keyboards. The company has some new amBX gear going soon including a gaming keyboard of all things and some lights. The lights shine on the wall and match the game environment for more immersion.
The gaming keyboard is Saitek branded and looks rather like the Saitek keyboards that have been on the market for a while. Presumably, the backlighting of the keyboard would change to mimic the gaming environment. That sounds weird, but would actually be cool and more likely to be used by gamers that actual lights.