ASUS Doubles Down on PC Gaming Amid Mobile-First Market Shift

As per the report of Grant Thornton Bharat and the E-Gaming Federation, India's gaming industry is worth USD3.1 billion currently, and if the current growth keeps on its pace, it can be valued at USD8.92 billion in another five years.

India boasts, in its population, around 442 million gamers, making it the second-largest gaming nation behind China. Mobile gaming mostly takes up to 80-85 percent of the total gaming market.

According to Paramjeet Singh Mehta, head marketing at ASUS India, the possible rise of mobile gaming is viewed as an opening for the PC gaming segment. The person added that about 18 months later from the evolution of mobile gaming features on smartphones, gamers have started to seek the latest advancements in equipment for their PC gaming experience.

Mehta says that this is a golden opportunity for brands like ASUS. In order to ride on the latest trend, ASUS launched ROG Ally, a console that primarily interlaces gaming PC performance with handheld portability.

The company, headquartered in Taiwan, is divided into two major lines, the Asus ROG (Republic of Gamers), which specializes in high-performance gaming hardware and peripherals since its inception in 2006. ROG offers an extensive range of products that enhance the experience for gamers.

As per Mehta, Asus ROG saw phenomenal growth in sales with 900,000 in 2023 and an estimated 1.2 million units in 2024, capturing almost 25-30 percent of the gaming market. Its product mainly comes under 2 categories: casual gaming laptops priced between Rs 50,000 and Rs 80,000, and performance gaming laptops ranging from Rs 80,000 to Rs 2.5-3 lakh.

According to a report by International Data Corporation, ASUS stood fifth among the manufacturers of PCs in India with a market share of 9.7 percent, but this was down by 22.3percent year over year due to the leaner inventory strategy.

The entry-level products from the brand are priced within Rs 30,000-50,000, which is affordable for almost all prospective customers. ASUS has a stronghold among non-gaming consumers as between the ages of 15 and 35, they constitute 55 percent of its non-gaming customers and 70 percent of the gamers.

Revenue and physical presence

Organized trade channels like Reliance and Croma contribute 15 percent of ASUS' revenue, while online platforms such as Flipkart and Amazon account for 30-35 percent. Exclusive brand outlets generate around 20 percent, with the remaining 15 percent coming from multi-branded outlets and smaller shops in tier-II and tier-III cities.

ASUS operates over 300 EBOs, including nine gaming stores where customers can try high-performance desktops. The brand plans to open 300 more EBOs in the next two years.

Marketing strategy

In July 2024, ASUS partnered with Great Khali for the TUF Bano TUF! campaign to promote gaming laptops. The brand engages its audience through tailored invites, targeting gamers and tech enthusiasts. ASUS ROG also hosts events like ROG Showdown, a competitive gaming series featuring tournaments for games like PUBG and Valorant, and ROG Academy.

ROG Academy focuses on developing professional gaming talent through training, resources, and mentorship for aspiring esports players. For tech enthusiasts, ASUS organizes ProArt Labs and ASUS Live Workshops. ProArt Labs support creators in content creation, design, and multimedia, offering tools and insights to enhance their work. ASUS Live Workshops give hands-on experiences with the latest ASUS products and technologies for those interested in advanced tech solutions.

Additionally, Mehta says, “We are working to deliver innovative solutions such as dual-screen laptops, handheld gaming PCs like ROG Ally, and advanced gaming software to enhance the user experience."

Marketing spend

The brand allocates 10-15 percent of its marketing budget to print media, 15-20 percent to e-commerce platforms for display ads, search campaigns, and sponsorships, and 20 percent to influencer marketing.

The largest portion, 30-40 percent, is invested in sustaining campaigns aimed at maintaining consistent brand visibility and consumer engagement.

The brand strategically utilises out-of-home advertising by placing hoardings at entry and exit points of IT markets such as Nehru Place and Lamington Road to capture the attention of tech-savvy consumers.

Refurbished laptops

In March 2023, ASUS, founded by T.H. Tung, Ted Hsu, Wayne Hsieh, and M.T., launched its 'Select Store' in Delhi, offering refurbished PCs with a one-year company warranty. The company now operates a total of six such stores.

Mehta explains that the inspiration behind this strategy came from luxury automobile brands that offer programs for purchasing refurbished or pre-owned cars. "We thought, why not provide our young customers the chance to buy our devices at an affordable price?" he says.

"Currently, we have six stores, but we can't expand further due to limited refurbished stock. We are aiming for a growth of 15 percent to 20 percent this year, driven by the tremendous potential in the rapidly advancing technology sector, particularly with AI in PCs," he says.