No, they mentioned entering a "semi-game" niche, which is vague other than maybe targeting groups like airsoft enthusiasts.
They are already in that market, and the MP-155 shotgun (of which the new Ultima is a variant) is apparently one of their popular products in that market. But they've explicitly pointed to video game inspiration in its design, so I think the “game” in “semi-game” is a reference to that (though I think this is still in the hunting market, their are just trying to make it more videogame-like and social-media-friendly, to attract a less traditional market.)
Since it's a variant of a popular sport hunting shotgun, I think the reference is to gamifying hunting (or maybe target shooting). I don't think “airsoft, but with a smart shotgun” is a game likely to be a viable market outside dystopian fiction.
(Though if this does reach the market in significant numbers, I can't imagine it avoiding being very publicly used in shocking ways specifically enabled by its electronic integration.)