The No 2 consumer player needs some nifty moves in gaming to forge ahead
People are pivoting from gaming being a casual endeav our, to in dulging in it once a week, to making it a recreational avenue on par with OTT content consumption,” says Arnold Su, vice-president, consumer and gaming PC, system business group, Asus India. In 2023 Asus became the second biggest consumer notebook brand in a market that has been sliding, rushing past rivals Lenovo, Dell and Acer. (Overall, Asus was ranked fifth with a 7.9% share, by IDC.) With a share of 15.1% in that segment it was right behind HP.As the numbers were released by IDC, Asus announced it wanted to become the biggest. Interestingly, while both the consumer and commercial segments slowed down last year, the gaming segment in the consumer market maintained a double-digit run.
Along with that, the demand for gaming laptops in India has skyrocketed from 40,000 units sold in 2016 to 1 million units in 2022.Suhig hlights the confluence of factors that will drive segment growth a young, tech-savvy population, rising disposable income, and low PC penetration compared to developed markets. These powerful machines are finding uses beyond gaming they are a tool of choice for creators as well. “These devices offer creators the versatility to produce content tailored to different audiences,” says Ani mesh Agarwal, founder and CEO of 8Bit Creatives and cofounder of e-sports outfit SSUL. Experts say an overwhelming majority of gamers in the country prefer personal computers over mobile.
“The PC gaming industry (including both desktops and laptops) is experiencing more than 20% YoY growth and is expected to see heavy adoption by 2025 when the first generation of Indian gamers have more disposable income, and laptops become budget-friendly,” adds Rohit Agarwal, founder & director, Alpha Zegus. With this immense potential in mind, Asus has been laying the groundwork for India dominance for years.
Having entered the market in 2000 with motherboards and graphics cards, it quickly recognised the burgeoning gaming ecosystem and introduced its first gaming laptop under the Republic of Gamers (ROG) brand in 2007. Building communities Experts believe that fostering a strong gaming community is paramount to success. “Community and competition are the essence of gaming, ”says Sumon Chakrabarti, a gaming industry veteran.
Brands like Asus, he suggests, should prioritise organising tournaments that bring gamers together across bothtierI and tier-II cities. Asus has actively pursued this strategy. Its ROG Showdown gaming tournaments are a mainstay, and the ROG verse campaign allows potential customers to experience its products firsthand at exclusive ROG stores. It also leverages tech influencers for product reviews and engage with student communities through campus activations.
These efforts appear to be paying off. The company recorded growth in the sales of consumer notebooks at a time when the segment was witnessing a downturn. Currently, it dominates the premium segment of gaming laptops (which range from 80,000 to %2 lakh),with more than 40% market share, according to media reports. At the entry-level segment (which constitutes about 45% of the Indian market), its share is around 25%. But the road to dominance isn’t without obstacles.
India remains a mobile-first nation, with a vast majority of gamers consuming content on smartphones due to their affordability. Su counters this argument highlighting its growth in the high-priced gaming segment, suggesting that Indian gamers prioritise performance and cutting-edge technology. Competition from established players like HP, Lenovo, and Acer, along with consoles like PlayStation and Xbox, further complicates the landscape. Undeterred, Asus plans to significantly expand its retail presence, with a goal of covering 600 out of 750 districts. This aggressive expansion will prioritise not just major cities but also tier-2 and tier-3 markets, ensuring wider accessibility, says Su. The company is also looking to ram pup local production to enter homes that don't have a laptop.
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