Logitech, Tencent Tease Handheld | Intel’s GPU Growing Pains
Recon: Market News
Logitech, Tencent Tease Handheld Console Cloud gaming-focused device targeting 2022 launch
Gaming peripheral manufacturer Logitech is teasing a team up with Chinese gaming giant Tencent for a cloud gaming handheld device. This first stab from either to break into the gaming console market is bold, but it’s unclear for whom the Logitech G Gaming Handheld is being made.
More Smartphone Than Console
The announcement contained barely any details beyond optimization for Xbox Cloud Gaming and Nvidia’s GeForce Now. It seems likely to be a less-powerful and more affordable device.
- An Arm-based processor could be the answer, especially given Arm’s interest in expanding into gaming
- Less powerful chipsets will help with supply, pricing & portability
- Less Than $399: A launch price of $300 or less seems likely given Valve’s more capable Steam Deck starts at $399
With release less than a quarter away, what killer app feature could Logitech and Tencent unveil?
- Leveraging Logitech’s Products: The company’s well-earned reputation for quality gaming peripherals should translate to a quality product
- Expect compatibility with existing Logitech products and software
- Tencent Exclusives: Tencent may not have its own gaming service, but it’s hard to see them tossing their weight behind the product without including exclusive titles
- Sony pulled Death Stranding from GeForce Now on Xbox to keep it a PC/PlayStation exclusive
- For $349, you can get a Nintendo Switch OLED and its library of exclusive games
- For $400, you can buy a Steam Deck that is a fully functional gaming PC
- Spend a little more, and you can purchase a smartphone that lets you cloud game and make calls
- You could even spend $100 or less to buy a controller, such as the Backbone One or Razer Kishi
Intel’s GPU Growing Pains
Where does Intel go after even more setbacks?
The Writing on the Wall
Intel is finding its first video card launch in decades to be quite the ordeal, with its recent financials not offering any solace.
- $507 million loss for Accelerated Computing System and Graphics Group
- Only 5% revenue growth YoY
- Intel will miss its shipment goals
More concerning than these numbers is the talk swirling around Intel’s Arc graphics cards – and whether or not they even have a future. “We thought that we would be able to leverage the integrated graphics software stack, and it was wholly inadequate for the performance levels, gaming compatibility, etc. that we needed,” admitted Intel CEO Pat Gelsinger.
Reports are also starting to surface that Intel’s board partners are unhappy and may back out.
- Intel’s launch focus on OEMs and system integrators, as opposed to consumers, means lower margins for board partners
- Hardware and software issues could be the last straw for partners in need of inventory space for upcoming Nvidia & AMD launches
How Committed is Intel?
That’s the big question here. It missed the COVID-era seller’s market and is launching during an economic slowdown. To the company’s credit, it has done some damage control: pivoting to marketing its video cards as non-gaming products and openly communicating some of the challenges. But disgruntled board partners is a bad sign, and if the bleeding doesn’t stop, it will not be surprising if Intel completely pulls the plug on its video card plans.
Comms: Social Campaigns
- Alienware promotes #DefyBoundries campaign with video in conjunction with #IntelCoreProcessor on August 2 (FB, IG)
- Asus ROG promotes #millisecondsmatter campaign with tagline “When the lag is endless, your lives are not” on July 30 (FB, IG)
- MSI Gaming promotes Microsoft Partner Blake Mitchel in product promo video on August 1 (FB, IG)
- Intel promotes PUBG Battlegrounds #ZerotoHeroChallenge in conjunction with Intel and Lenovo on August 4 (FB, IG)
The Tap: News to Go
- Software: Activision-Blizzard reported that Monthly Active Users (MAU) for Activision titles fell to 94 million, the first time since 2019 the figure has been less than nine figures. The publisher is counting on its H2 2022 Call of Duty releases to reverse the trend.
- VR Gaming: The Federal Trade Commission is suing Meta to block the company’s acquisition of VR fitness app Supernatural. It’s the latest sign of regulators’ increased scrutiny of video game acquisitions and mergers.
- Metaverse: MTV announced the addition of a category for Best Metaverse Performance at this year’s Video Music Awards. Nominees include performances in Minecraft and Fortnite from artists such as Ariana Grande and BTS.
- Cloud Gaming: Samsung announced that Amazon’s Luna cloud gaming subscription will be coming to its smart TVs and monitors. LG also revealed a promotion offering a free three-month trial of Google Stadia for its TVs.
- Console: Nintendo’s recent financials revealed declining sales of Nintendo Switch models, with the company pointing to supply challenges. Nintendo also confirmed it would not be releasing any new hardware this year.