Lenovo hopes Razer will give it an edge in gamer PCs

27 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).

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. 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. 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. 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. These upcoming products will clearly add some style (and color) to Lenovo’s gaming computers, and while thus far only this desktop concept has been shown the Y-series from Lenovo includes gaming laptops as well, which presumably will receive the Razer treatment going forward.

It is notable that the concept incorporates multiple colors with its lighting effects (which should be customizable) considering Razer is known for a black and green color scheme. “PC gaming today offers a rich and immersive experience – thanks in part to cutting-edge graphics performance, superior processing power, and peripherals designed specifically for gaming. 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. 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.

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. All forthcoming Lenovo Razer Edition products will be co-branded and reflect the edgy Lenovo Y series look and feel with iconic Razer elements like customizable Chroma lighting effects.” The details as far as specs and configuration options for the desktop shown are not known, and this seems to be primarily a new branding/style for the Y-series line. 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.

More might be known after DreamHack, the event which calls itself “the world’s largest digital festival”, which runs November 26 – 29 in Jönköping, in the south of Sweden. 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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