With the Lenovo Razer Edition PC, two companies launch a gaming hardware …

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).

At DreamHack Winter 2015 today, Lenovo (SEHK:0992) (PINK SHEETS:LNVGY) and Razer revealed their first-ever gaming desktop prototype that will officially launch at CES (Consumer Electronics Show®) 2016. 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.

The two companies announced that together they will co-brand and co-market special Razer Edition models of Lenovo’s Y series gaming devices – marrying the manufacturing, supply chain and channel relationships of Lenovo, the world’s number one PC maker, with the immersive technology and deep expertise of Razer, a leading company in connected gaming devices and software for gamers. 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. 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. 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.

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. 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. 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. 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. Additionally, both companies are looking to jointly double down efforts to fast track the development of new technologies, including gaming experience enhancements. 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. 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.” 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.

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. Our portfolio of high-quality, secure products and services covers PCs (including the legendary Think and multimode YOGA brands), workstations, servers, storage, smart TVs and a family of mobile products like smartphones (including the Motorola brand), tablets and apps. 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.

Having won the coveted “Best of CES” award consecutively for five years, the company’s leadership in product innovation continues to create new categories for the gaming community that is estimated to have over 1 billion gamers worldwide. Founded in 2005, Razer is backed by Intel Capital, IDG-Accel and Heliconia Capital Management (Hellconia), a wholly owned subsidiary of Singapore investment company Temasek.

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