Lenovo and Razer partner to produce gaming PCs

28 Nov 2015 | Author: | No comments yet »

Lenovo and Razer unite to build a new range of gaming PCs.

A superficial look at the first Razer Edition from Lenovo shows the familiar Y series chassis, with only the accent color changing from red to Razer’s signature green (along with new multichromatic lighting giving off a glow from underneath the case). Adding the Razer aesthetic will be just the start for Lenovo, however, as the big Chinese company is conscious of how savvy gamers are and promises this partnership is about more than just marketing.

The company hopes to change that through a strategic partnership with Razer, the maker of game-related hardware, which will help Lenovo design gamer PCs. Future Lenovo gaming PCs will also benefit from Razer’s software expertise, which has been demonstrated with things like Razer Comms, Synapse, and Cortex, a suite of useful tools for managing and optimizing settings for games. Lenovo will enter the business in phases, and it will co-design a gaming PC with Razer and show a prototype machine at the DreamHack digital festival in Sweden next week.

Gaming is “one area of the PC market that’s actually growing,” Lenovo’s Victor Rios tells The Verge, “and for us, what’s also been exciting, is that it’s relatively stable.” As the company’s vice president and general manager for workstation and gaming computers, he’s leading this new initiative. The total PC gaming hardware market is expected to grow from $24.7 billion in 2014 to more than $31.89 billion in 2018, a compound annual growth rate of 6.5 percent, according to market researcher Jon Peddie Research.

Along with fellow PC makers Acer and Asus, Lenovo is making a big bet on gaming as a driver for renewed sales of high-end PCs that command healthier profit margins. The esteem in which Razer’s gaming keyboards and mice are held should help spur that, though Rios acknowledges that many of the most committed gamers will still prefer to build their own gaming rig.

Lenovo’s Razer Edition PCs will be about combining the convenience of not having to chase down every single component yourself with the astute design choices that only a seasoned gamer will make. And Razer came out on top of the list.” He added, “We really like their passion for gamers and what they can bring to the table, not only with their accessory business, their software, and their knowledge of gamers. Razer and Lenovo also see a lot of potential in virtual reality applications as catalysts for purchases of more powerful PCs — which might bring a more casual consumer to the high-end PC market. Together, the two companies will try to capitalize on these trends by working jointly on developing new product categories as their collaboration deepens through 2016.

The first officially announced PCs from this partnership will launch at CES 2016 in Las Vegas next month, to be followed by a gradual expansion as the year progresses. Since that time, the Alienware brand has thrived as an independent business within Dell, but HP folded the Voodoo PC division into its consumer PC unit and largely uses Voodoo as a lifestyle brand today.

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