Razer, a gaming company that investors value at more than $1 billion, has partnered with Chinese tech giant Lenovo (a $46 billion Global 500 company) to target PC gamers.
Razer CEO and co-founder Min-Liang Tan used the global eSports event DreamHack Winter 2015 in Jonkoping, Sweden, to make the announcement and debut the company’s first prototype Lenovo Y Series Razer Edition desktop gaming PC.
Victor Rios, vice president and general manager of workstation BU and gaming and industry solutions at Lenovo (LNVGY), says the partnership’s first product blends the look and feel of a Lenovo Y series machine with Razer stylings like special lighting effects.
“Our expertise in engineering, design, and unrivaled scale combined with Razer’s deep experience in having served the global gaming community over the last decade will create new gaming experiences,” Rios says.
“Lenovo is a global technology leader and the number one PC maker,” Tan says. “Their expertise in PC technology, supply chain, and manufacturing will compliment Razer’s strengths, focus, and dedication to the PC gamer. This means getting better gaming solutions to more gamers worldwide.”
DreamHack is one of the world’s largest eSports festivals, where tens of thousands of passionate gamers are united under one roof to game and have fun. The decision to introduce this partnership directly to eSports fans just a month before the traditional Consumer Electronic Show (CES) in Las Vegas shows the direction these two companies are taking with these new PC gaming products.
“DreamHack was an ideal venue to share the news and show off the device, not only for those in attendance in Sweden, but gamers worldwide watching via livestreams,” Tan says.
Rios says eSports will play a role in this partnership moving forward, as Lenovo and Razer work together to co-brand and co-market special Razer Edition models of Lenovo’s Y series gaming devices.
“ESports has been gaining much exposure globally, and we see it inspiring future gamers to want to play more,” Rios says. “As we move forward to bring these co-branded products to market for gamers, there is potential to work with eSports in various ways.”
Tan says the Lenovo Razer Edition, which will make its official debut at CES 2016, is the first of many new gaming products that will begin shipping later in 2016. More details about additional Lenovo Razer Edition products will be announced at CES.
Both companies are looking to jointly double down efforts to fast track the development of new technologies, including gaming experience enhancements. The Lenovo and Razer strategic partnership will extend to multiple new designs and products, and the companies will also explore potential cross-selling opportunities in the near future.
“Over the last decade, Razer has earned the respect and admiration of millions in the global gaming community,” Rios says. “Through Razer’s unique insights into hardcore and core gamers, we’ll be able to better understand their needs and motivations to foster future product development.”
Both Razer and Lenovo will continue to distribute and market their own separate lines of products, including the Razer Blade gaming laptops.
Lenovo CEO Yang Yuanqing talks about Apple’s approach to the Chinese market in this Fortune video:
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