Gaming PC: Raising the bar

Niko Partners, a market research and advisory firm that studies the video games, esports and streaming market in Asia, recently announced that India is the fastest growing games market on the continent. and is on track to become a billion-dollar market for video games by 2025.

So you see why PC makers are going all out to make the most of this billion dollar opportunity?

Over the past few years, the online gaming industry in India has grown tremendously. Many mobile gamers have switched to PCs for a more immersive gaming experience, which has led to an increase in demand for gaming laptops. Especially amid the pandemic, gaming devices have become a major contributor to revenue from these manufacturers. More than 35% of Acer’s consumer PC revenue now comes from gaming devices and for ASUS, the segment now contributes up to 30% of its overall revenue and is expected to hit 40% this year.

IDC, another market researcher, estimates that gaming PCs make up 16-18% of total PC shipments today. The gaming PC market has seen healthy growth during the pandemic, especially in 2021 with growth of over 28.9%, points out Bharath Shenoy, Senior Market Analyst, PC Devices, IDC India. Again, ResearchAndMarkets valued the Indian gaming market at $1.89 billion in 2020 and predicted it would reach $4.01 billion by 2026, registering a CAGR of 16.22% over the period. forecast 2021-26.

Brands like Acer, Lenovo, and ASUS have upped the ante with cutting-edge devices. Lenovo entered the gaming space about five years ago and rapidly expanded its gaming PC business. Besides the entry-level IdeaPad Gaming 3 series and the high-end Lenovo Legion series, it recently added a 16-inch 16:10 display panel to its line of gaming laptops. Ian Tan, head of gaming for Asia-Pacific at Lenovo, says the share of gaming PCs in its overall consumer business increases every year, making a strong contribution to turnover and net income.

From the entry-level Aspire 7 laptop that caters to casual gamers to the Nitro 5 for enthusiast gamers, Acer is betting on its stack of gaming laptops that meet the demands of gamers in different segments, including the Predator series for professional eSports gamers. The recently launched Predator Helios 300 SpatialLabs edition enables stereoscopic 3D gaming experiences without glasses.

Both Lenovo and Acer have been very active in the gaming accessories segment with products such as monitors, mice, keyboards, and headphones contributing to the entire gaming ecosystem.

Sooraj Balakrishnan, head of marketing at Acer India, says the brand spends almost 30% of its budget on promoting gaming laptops across e-commerce, offline retail and digital platforms. That aside, it invests in sponsoring global tournaments and has its own Predator Gaming League where it hosts the country’s top teams in eSports competitions. It also has a gaming community – Planet9 – which trains players to develop their skills and become pros.

ASUS is not far behind. It refreshed its product lineup by introducing laptops with 12th Gen Intel Core H-series processors and the latest AMD Ryzen 6000-series mobile processors; it bolstered its Zephyrus series and launched ROG Flow Z13, the detachable 2-in-1 gaming tablet. Arnold Su, Business Leader, Consumer and Gaming PC, System Business Group, ASUS India, says the company saw its gaming laptop sales triple in 2021 compared to pre-Covid-19 years . In 2020, at the height of the pandemic, it sold over 80% of the 14-inch Zephyrus G14 within 24 hours of release. Last year, it introduced the Flow X13, a convertible gaming laptop. Its products start from 50,000 and go up to 3 lakh-plus.

Retail Expansion

While online sales largely depend on price points, offline sales depend on experience. Brands are now focusing on their own online stores where they can bundle accessories and get good traction, and drive traffic that will form a foundation for future sales.

Initially, the demand for gaming devices originated from metros, but it is gradually spreading to smaller cities. IDC India’s Shenoy shares that a major demand right now is for entry-level gaming laptops (at the price 55,000-70,000), and these prices fluctuate during online sales and festival offers.

In Acer’s case, the majority of the online audience comprises beginner and enthusiastic gamers, while offline attracts more attention from high-end laptop buyers. Su shares that Asus has more than 180 exclusive stores and aims to add 20 stores per quarter. He adds, “We have 1,200 premium kiosks in Tier III and IV cities. Additionally, we have 6,000 outlets, exclusive brand stores, multi-brand outlets and are available on e-commerce platforms.

Read also : Flipkart Launches New Campaign Starring Alia Bhatt as “FlipGirl”

follow us on TwitterInstagram, LinkedIn, Facebook

Comments are closed.