Asustek eyes 55% share of Taiwan’s gaming notebook market

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As of the end of August, Asustek’s share of Taiwan’s gaming laptop PC market reached 50 percent, higher than the company had previously anticipated.

TAIPEI (CNA) – Asustek Computer Inc. (華碩), a leading Taiwanese PC brand, has its eyes set on grabbing a 55 percent share of Taiwan’s gaming notebook computer market in the fourth quarter, after launching several new models on Tuesday.

As of the end of August, Asustek’s share of Taiwan’s gaming laptop PC market reached 50 percent, higher than the company had previously anticipated.

The new goal was revealed by Asustek after the PC vendor launched three new gaming notebook computer models under Asustek’s gaming PC sub-brand — ROG or Republic of Gamers Global — in Taiwan on Tuesday. They are the ROG Chimera, the ROG Strix SCAR and the ROG Strix Hero.

The ROG Chimera made its global debut in the IFA, the world’s leading trade show for consumer electronics and home appliances, held in Berlin at the end of August.

According to Asustek, the ROG Chimera is the first gaming notebook computer in the world to be equipped with a 17.3-inch 144Hz display and is capable of keeping up with frame rates as high as 144 frames per second.

This translates to silky smooth graphics and gameplay that are especially apparent in fast-paced titles, the company said.

The ROG Strix and the ROG Strix Hero serve as war machines meticulously designed to support and enhance users’ shooting skills, according to the company.

Asustek said the company has worked with 89 colleges around Taiwan to date to hold forums or contests on computing gaming and has invited 1,723 gaming PC professionals to organize 29 contests.

All of these efforts have elevated the visibility of Asustek’s ROG gaming PCs among Taiwan’s younger generation, helping the company take a 50 percent market share in August and boosting hopes that it will reach 55 percent for the fourth quarter.

Asustek said sales of its gaming notebook computers for the fourth quarter could increase by about 30 percent from a year earlier and are expected to increase by more than 25 percent year-on-year for all of 2017.

The average selling price of its gaming notebook computers rose 10 percent from a year earlier in the first three quarters of this year, Asustek said, and it believed year-on-year pricing growth for 2017 as a whole could hit 15 percent.

According to an estimate by Asustek, sales of consumer notebook computers in Taiwan could hit 800,000 units, down 2-3 percent from a year earlier, and gaming notebook computers are expected to account for 15 percent of the total sales. 

By Jeffery Wu and Frances Huang