Logitech has created an SDK to bring a new concept to PC gaming: in-game illumination integration with G series gaming peripherals. Logitech is calling this "Intelligent Illumination", and they have created a video to show off the new tech from their work with EA on Battlefield Hardline.
Switching sides in the game alternates the keyboard color, and the lights blink when taking damage. It's certainly a novel concept, and in this instance adds additional user feedback by taking advantage of the RGB color capabilities of a modern gaming keyboard (this is the G910 Orion Spark). The possibilities seem endless, but a simple idea like context-specific keyboard mapping through custom illumination would make the controls for some games much easier to learn.