Computer maker Lenovo Group said yesterday that it plans to expand its presence in the gaming computer market by targeting serious gamers in an effort to push up sales.

Liu Jie, vice-president, Lenovo, said the company plans to release a series of new gaming computers in the next few months to win more Chinese gamers who are expected to reach 100 million by the end of this year.

"Although game players accounted for just 15 percent of China's PC users, they are more sensitive to the latest technologies and are often the opinion leaders among their families and friends," said Liu.

"We hope to establish a good brand image in these consumer groups and drive sales of our other product lines through their support."

According to Liu, Lenovo's gaming computers, which are mainly sold between 4,000 yuan (US$585.2) to 7,000 yuan, accounts for 17 to 20 percent of the company's total sales.

He said the company plans to release a series of gaming desktops, laptops and all-in-one computers in the following months.

The global economic downturn had impacted consumers and companies across the world, dragging down global PC shipments by 7 percent during the first three months of 2009, according to figures from research firm IDC.

That has made the world's major PC makers strive to release new products aimed at stimulating consumer demand for technology products. Dell, for example, launched earlier this month a high-end game laptop Alianware M17, priced at US$1,399, in an effort to tap serious gamers.

Liu said Lenovo's gaming computers would target mainstream consumers.

He said the company has spent about 10 million yuan this year in supporting the International Electronic Sports Tournament (IEST), an annual computer game competition that Lenovo initiated in 2006 but suspended last year because of the Olympic Games.

(China Daily June 24, 2009)