Razer And Lenovo Partner, Will Co-Branded And Co-Market New Gaming Systems

30 Nov 2015 | Author: | No comments yet »

Lenovo and Razer partner to produce gaming PCs.

When you ponder of a PC that is well-suited for gaming, Lenovo will likely not be one of your top choices. 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). It will be optimised for PC gaming and will make its global production debut at the International CES in January. ‘While we bring to the table our engineering expertise, design muscle and scale, Razer adds in the finesse and experience of serving the gaming community for the last decade,” said Victor Rios, vice president and general manager, Workstation BU, Gaming and Industry Solutions, Lenovo. “We believe our partnership is a strong first step that will lead to the delivery of winning PC gaming solutions and a brand new experience to our customers.” And although the partnership will start with a range of Razer-overhauled Y Series Lenovo devices, the two firms are also hoping that together they can develop technologies, enhancements and features that will serve the PC gaming market, one of the few areas of computing where people are really prepared to spend heavily in order to get a computer that delivers. 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. Razer Co-Founder and CEO Min-Liang Tan said, “This agreement opens opportunities to advance the gaming lifestyle through world-class product in unprecedented ways.” 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. 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. Although Razer has its own roster of gaming systems, it doesn’t have the reputation of a heavyweight behind it, just like what Alienware does with Dell. 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.

The Chinese multinational computer technology firm which has headquarters in Beijing and Morrisville, North Carolina, United States also designs, develops, produces and sells PCs, computer tablet, mobile handsets, workstations, servers, and electronic storage devices. 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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