‘We need to attraction to the widest group of customers with Legion laptops’: Lenovo Asia Pacific Gaming lead


While you hear about gaming laptops, the very first thing that involves your thoughts is the picture of a geeky nerd enjoying DOTA in a darkish room and having a calming beer. That is how manufacturers promote uber-cool gaming laptops with RGB lighting and flashier aesthetics to customers for years, giving them a style of the lifetime of a gamer. However Lenovo says it desires to ‘normalise’ gaming laptops and has taken a acutely aware resolution to construct its Legion model as a part of a mass-market technique.

“Some firms within the gaming trade are inclined to go together with the messaging of successful and it’s all in regards to the hardcore, skilled eSports. I believe that’s nice for the goal market. However for us, we’re actually attempting to attraction to a wider group of people that love video games, however they don’t essentially need to change into eSports athletes,” Ian Tan, the Asia Pacific Gaming Lead of Lenovo, tells indianexpress.com how its gaming laptops are designed for many who need to log on and have enjoyable enjoying video games with both buddies or strangers.

The marketplace for gaming laptops has risen steadily lately and in the course of the Covid-19 went via the roof. In accordance with the IDC Worldwide Quarterly Gaming Gadgets Tracker, This fall 2020, the gaming PC market within the APeJ area posted a 12.3 per cent year-over-year (YoY) enhance in 2020 – reaching 21.7 million items. That’s phenomenal development for the section the place the common price of laptops is increased.

You possibly can watch under the complete interview with Ian Tan, the Asia Pacific Gaming Lead of Lenovo

“For lots of people, once they purchase their first PC, it’s in all probability going to be a laptop computer…and it’s additionally more likely to be a gaming PC,” he says, including that the marketplace for gaming laptops is not area of interest. Tan says opposite to the assumption that younger customers between the age group of 18 and 35 purchase these gaming laptops, in actuality, the common age is round 40 years. “The very first thing to handle is that gaming is not one thing for younger folks.”

Tan says the corporate is seeing lots of momentum these days within the gaming laptops that price wherever between $700 and $1000. In truth, half of the gaming laptops bought worldwide are entry-level laptops. That is additionally the section that’s getting essentially the most consideration from manufacturers and chip makers and there’s a large alternative to faucet into a lot of customers who want to purchase their first gaming laptop computer.

Lenovo, Legion laptops, Legion gaming laptops, Lenovo Legion gaming laptops, gaming laptops 2021, budget gaming laptops, Ian Tan Lenovo Legion 5 gaming laptop computer. (Picture credit score: Anuj Bhatia/Indian Categorical)

“That is the place there’s been lots of developments in expertise and filtering down of high-end expertise to the lots. It’s additionally essentially the most aggressive when it comes to pricing,” Tan replies when requested why the entry-level gaming laptop computer section is getting all the eye these days. Lenovo has divided its gaming laptop computer section between the IdeaPad lineup and the Legion model. Though totally different when it comes to pricing, he says as you go up increased, you get extra highly effective processors and have higher thermal options that require extra cooling for the elements.

Whether or not it’s Lenovo or every other PC model, all people is attempting to deliver quick refreshing screens and higher GPUs within the entry-level section. Tan emphasises that the brand new laptops aren’t simply made for gaming, however for on a regular basis work as properly. To do this, the staff of designers and engineers determined to not go together with the standard gaming laptop computer aesthetic and this new design philosophy may be seen on the Legion Slim 7. “The entire thought is admittedly to not have these awful designs. As a result of the designs may be very defensive, some folks prefer it, and a few folks don’t,” he explains.

The purpose Tan is making is that individuals work within the day and play video games at evening and the design language of their laptops displays what customers count on from a gaming pocket book. “On the surface, our laptops are designed to be as minimalistic and as clear wanting as potential. This manner, they match properly in any surroundings and may attraction to the widest group. However on the within, we ensure they’ve all of the elements and all of the cooling options and all of the AI to present the perfect efficiency for the cash,” he provides.

Lenovo, Legion laptops, Legion gaming laptops, Lenovo Legion gaming laptops, gaming laptops 2021, budget gaming laptops, Ian Tan Lenovo The demand for entry-level gaming laptops is rising. (Picture credit score: Lenovo)

Tan provides that client tastes have modified they usually need a gaming laptop computer which seems to be identical to a daily mainstream pocket book. However how does Lenovo decide which design works with customers and which doesn’t?

“What we discovered with our designs, and we’ve carried out with focus teams yearly is to ensure that no matter designs that can go into manufacturing, we’ve focus teams and totally different international locations telling us which model they like. For the long run laptops that we’re going to launch subsequent yr, our analysis division has already performed focus teams in several components of the world throughout Asia, Europe, and America. We requested totally different teams of customers of various demographics, which one do they like? We introduced them with a number of choices and we additionally requested them to inform us what sort of designs available on the market they like. Based mostly on the quantity of buyer suggestions, we first affirm that this course that we’re going is appropriate.”

Though Lenovo solely launched Legion-branded units 4 years in the past, Tan claims it has been the fastest-growing gaming PC model for the previous two years. However Tan doesn’t need the Legion model to be restricted to creating gaming PC {hardware}. Recently, Lenovo’s gaming model has diversified into different product classes, together with smartphones. Is India not on the radar for Tan and the staff to launch the Legion gaming cellphone on the earth’s second-largest smartphone market?

Lenovo, Legion laptops, Legion gaming laptops, Lenovo Legion gaming laptops, gaming laptops 2021, budget gaming laptops, Ian Tan Lenovo Legion Cellphone Duel 2. (Picture credit score: Lenovo)

“There are not any plans to deliver a Legion cellphone to India at this time limit,” Tan says. In accordance with Tan, Lenovo isn’t in a rush to deliver the Legion cellphone into the Indian market. “We now have two generations of Legion telephones in restricted markets internationally, as a result of we first need to construct a robust basis for the product and in doing so, proper now, we’ve a selected order to study what’s the market on the lookout for?”

However Tan does appear to be enthusiastic about what’s but to come back from the Legion model. The success of Nintendo Change and the arrival of Steam Deck later this yr have as soon as once more put the highlight on the transportable gaming market. “I perceive that avid gamers play video games on a number of platforms they usually have totally different expectations of every platform,” Tan says when requested about what he thinks of Valve’s Steam Deck, a conveyable gaming PC that appears just like the Nintendo Change. Though Tan didn’t reveal whether or not Lenovo is engaged on a Steam Deck-like system internally, he did point out that if the corporate decides to get into a brand new platform for gaming it would have a great expertise.

“Totally different genres could have totally different calls for on display sizes,” he says, including: “The PC market is at all times about how we are able to squeeze out essentially the most efficiency and the perfect graphical particulars versus different platforms… the PC market is fairly massive, and transportable gaming, if the platform is true and the {hardware} and software program all go collectively, there’s a large marketplace for it.”



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