You can customize RGB colors and lighting modes using a smartphone app. This is a step-up from most non-big-name keyboard manufacturers that tend to go with on-keyboard customization control which can get quite confusing.
You get a lot of features for the money. Along with the 60% form factor ( most keyboards in this size are quite expensive ), you get full RGB lighting, ,PBT keycaps and Bluetooth connectivity, but at a lower price compared to other options.