GAMING COMMUNITY

Gaming Community

grows significantly – and swiftly

BY EMILY BENCIC

Four in five (81%) Australians now identify as ‘gamers’, up from 67% in 2022, according to the Australia Plays Report by the Interactive Games and Entertainment Association (IGEA), with three-quarters (75%) of gamers playing co-op. In addition, 94% of households have a device for video games.

Statista data shows that the gaming market in Australia is expected to reach $187 million in 2023, with a growth rate of over 8% between 2023 and 2027. Interest in cloud gaming has grown by 900% over the last five years, according to the Samsung Internal Gaming Trends Report by SEAO Future Generation Lab, released earlier this year.

Gamers have been looking for new ways to play the games they own, and ROG Ally is our answer for games they want to play anywhere and everywhere.

However, GfK data for the 12 months to September 2023, paints a weaker picture for the gaming accessories category, comprising monitors, headsets, mice and keyboards, which recorded double-digit volume and value declines year-onyear of 13% and 15% respectively, following record sales during the pandemic.

Gaming mice is the only segment with a relatively stable year-on-year trend, driven by popularity of wireless devices. The shift towards wireless technology is evident across all gaming peripherals, with wireless gaming headsets and keyboards both experiencing moderate growth in an otherwise declining market.

ASUS

Bradley Howe : Head of Consumer

Consumers are seeking gaming devices that suit and align with their lifestyles, according to ASUS’ Bradley Howe.

“Changing workplaces and growing hypermobility have made portability a key feature, highlighted by the success of Republic of Gamers (ROG) Ally, released this year. It reflects demand for taking games on-the-go,” he said.

“Cost of living increases have also pressured consumers to reduce the number of devices on hand. Gaming devices have been seen as the ideal option, being powerful for games and reliable for recreation and work too.”

The launch of ROG Ally, which brings Windows technology into a portable form factor, has been a key achievement for the ROG team this year.

“Gamers have been looking for new ways to play the games they own, and ROG Ally is our answer for games they want to play anywhere and everywhere, unlocking the possibilities available and making gaming more accessible,” Howe said.

More broadly, ROG has introduced a number of new technologies to its laptop range, most notably, a new visual standard and intelligent cooling. “The Nebula displays are designed to deliver exceptional visual quality and a benchmark that gamers can trust across the ROG range, while intelligent cooling ensures devices can perform at their best at all times.”

Accessibility continues to be a challenge for the gaming category, but something that ROG is working to address together with the industry.

“Giving as many gamers the ability to play is something ROG strives for, as evidenced by the vast ROG line-up from the ROG Ally to the Strix SCAR. We have devices at every price point, specification and form factor.”

ASUS and ROG brands prioritise customer loyalty by offering local customer and hardware support through ASUS service centres and network of experts to ensure efficient assistance.

“With gaming hitting its stride, 2024 is expected to keep pace. At ASUS and ROG, we continue delivering the best hardware for gamers across the world. We will continue to address market needs and offer devices needed by gamers, as highlighted by the success of the ROG Ally. ASUS and ROG remain committed to the Australian market, with staff, resources and support for our network of partners and our customers. Expect a strong line-up of products in 2024 with news and developments coming out of CES 2024 and into the new year,” Howe said.

ROG Ally Handheld Gaming Device

• AMD’s new Ryzen Z1 Extreme processor

• Lightweight design at 608 grams

• Zero gravity thermal system for enhanced cooling performance

• 1080p touchscreen with 120Hz refresh rate and FreeSync Premium support

• Runs on Windows 11 allowing compatibility to Steam, EA app, Epic Games and Xbox Pass Games

RRP: $1,299

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LG

Brad Reed : Head of B2B Marketing Solutions for Business

LG’s Brad Reed said the popularity of gaming in Australia has continued to grow over the last year with anticipation around several new game releases creating a sense of membership among the gaming community.

“In turn, this sense of excitement has extended to new innovations in gaming technology that keep up with increasing appetite for more immersive, life-like gaming experiences. Whether gaming on consoles or high-end gaming PCs, gamers are seeking devices that provide faster frame rates, sharper visuals, and high-speed performance.”

LG has launched the UltraGear OLED gaming monitor line-up, offering both 27-inch and 45inch curved form factors, as well as the OLED Flex to facilitate all gaming preferences.

Whether gaming on consoles or high-end gaming PCs, gamers are seeking devices that provide faster frame rates, sharper visuals, and high-speed performance.

“Recognising the growing significance of immersion in gaming, LG has introduced panoramic style, curved displays that extend the field of view for gamers and put them in the centre of the action. Standout products include the LG 45-inch UltraGear Curved OLED Gaming Monitor and LG OLED Flex, a versatile TV uniquely tailored for console gaming enthusiasts.

“The LG UltraGear line-up is a specialised range of gaming monitors catering to hard core PC gamers with a continual focus on upgrading specs to align with requirements of the latest games and gamers expectations.”

Reed said the swift evolution of gaming technology, marked by the rise of more gaming consoles, high-performance PCs, and state-of-the-art graphics cards, has set the stage for more immersive and visually captivating gaming experiences.

“In response, LG continues to listen to consumers’ demands for an unparalleled gaming experience, through the UltraGear OLED gaming monitor range and OLED Flex.”

In addition, the gaming market is intensely competitive, presenting a challenge for both emerging players and established market leaders. “Companies must continuously innovate to maintain their competitive edge. LG consistently refines its product portfolio with a range of gaming innovations, ensuring that its OLED technology remains at the forefront.”

LG OLED Flex 42-inch 4K Gaming TV

• Flexible display to adjust curvature for enhanced immersion

• Self-lit OLED enables unrivaled contrast with deep darks and bright whites

• Anti-reflective screen for less distractions

• 1 millisecond response time delivers clear and smooth visuals

• Customisable Game Dashboard and Optimiser

RRP: $4,999

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TCL

Jason Carrick : General Manager – Sales

Now offering the latest 144Hz Variable Refresh Rate (VRR), TCL has seen more gamers buying its TVs.

“Our new Mini LED C845 range has impressed the market. Big gains in technology with extra local dimming zones and higher peaks of brightness from last year’s series have opened the market’s eyes to TCL being a serious player,” Jason Carrick said.

TCL’s biggest opportunity is to continue selling step-up and premium ranges, helping build the category’s ASP and quality of product in the market. “However, the industry’s single biggest challenge is the economy, interest rates and higher cost of living.”

TCL offers a longer manufacturer’s warranty than some other brands in the market, designed to provide confidence for customers purchasing TCL products.

“Customers are looking for value during these tougher economic times and this is exactly what TCL offers. We present an opportunity for retailers to sell great products and make good money, all backed by one of the largest electronics manufacturers in the world.”

TCL C845 Series Mini LED TV

• VRR 144Hz for perfect motion

• Auto Low Latency Mode (ALLM)

• Game accelerator – DLG technology

• Freesync Premium Pro

• Google TV operating system

RRP: From $1,999

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LENOVO

Chris Osborne : Director – Consumer Retail Channel

Lenovo believes the gaming category evolves every year in terms of hardware and services.

“Gamers want a device that suits a range of needs. It is a long-held myth that gaming devices are bought only for gaming, as our Legion laptops are often found in workplaces too,” Chris Osborne said.

“Our customers are using Legion devices for productivity and content creation, in addition to gaming, while still demanding portability. Based on these insights, we introduced a 16:10 aspect ratio screen, larger battery capacity, and AI software to optimise performance.”

In 2023, Lenovo introduced the Legion 9i 16-inch gaming laptop with a self-contained liquidcooling system and the Legion Go, bringing Windows PC gaming power to a handheld mobile form factor. “We also announced new accessories such as the Lenovo Legion Glasses, which leverage Micro OLED technology to provide a large screen viewing experience that fits in the pocket.

“Gaming is now moving from a 2D medium (screens) to an immersive 3D medium through the incorporation of AR and VR technology. This change is already driving demand for new peripheral devices such as AR/VR glasses powerful enough to run these new games.

“With 5G becoming more accessible, we’re now seeing gaming as a Service (Gaas) or cloud gaming, which could redefine the industry by eliminating the need for high-end expensive hardware.”

Lenovo Legion 9i Gaming Laptop

• 13th Gen Intel Core processor

• Unique forged carbon design for extreme durability

• World’s first liquid cooled laptop thanks to the Legion ColdFront Liquid all-internal cooling system

• World’s most advanced AI-tuned gaming laptop with advanced AI LA2 core

• Legion Ultimate Support offers roundthe-clock assistance from gaming specialists

RRP: From $7,019

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HISENSE

Gideon Lui : Head of Marketing – ANZ

When it comes to TV purchases for dedicated gaming setups, the category continues to go from strength to strength, according to Hisense’s Gideon Lui.

“Gamers are increasingly looking for a quality TV with the latest features, despite it often being the second, third or even fourth TV in the household, offering all the settings that will support their next generation gaming console,” he said.

Hisense introduced Dynamic Tone Mapping and Dolby Vision Gaming for better HDR control at low latency, while adding the new Game Bar.

This year, Hisense introduced Dynamic Tone Mapping and Dolby Vision Gaming for better HDR control at low latency, while adding the new Game Bar as part of Game Mode Pro across the ULED range.

“The Game Bar pops up in place of the usual settings on screen menu when gaming consoles or PCs are in-use, to see which features are active and track the current frames per second (FPS) on screen while gaming.

“This is offered in our U7KAU, for example, and has been enhanced specifically for gamers with Hisense’s 144Hz Game Mode Pro. Other features of Game Mode Pro include Auto Low Latency Mode (ALLM) and Variable Refresh Rate (VRR) to minimise input lag, screen jitter and frame tearing.

“Also featuring Dolby Vision IQ and HDR10+, the U7KAU uses AI to automatically adjust picture settings to suit the environment, whether it be a dark bedroom or a bright lounge room, to give the best picture possible,” he said.

Positioned as the largest Mini LED TV available in Australia, the 100-inch U7KAU offers customers an exclusive larger gaming experience to enjoy both console and PC gaming, as well as streaming and free to air viewing.

Amid the cost of living crisis, it can be difficult for some consumers to justify purchasing a sole purpose device like a gaming monitor. “Our entire Hisense ULED range, inclusive of our hero UXAU, U8KAU and U7KAU, all serve a dual purpose – not only operating as fully featured TVs for streaming and watching free to air – but also delivering the ultimate gaming experience with Game Mode Pro.”

Lui encourages retail partners to market the U7KAU not only as the perfect TV for every household, but also the perfect screen for every gamer, given its range of entertainment capabilities.

“The U7KAU boasts a competitive advantage in that customers don’t need to choose between a TV and a monitor. They can have both use cases in one. Featuring IMAX Enhanced certification, the U7KAU serves as the ultimate TV for movies, TV, live sport, and gaming, underpinned by Dolby Atmos audio, making for an immersive gaming experience.”

Hisense U7KAU TV

• 144Hz Game Mode Pro featuring HDMI 2.1, and FreeSync Premium

• Mini LED backlight technology delivers enhanced contrast and realistic colours

• Dolby Vision IQ and HDR 10+ Adaptive for incredibly vivid details

• Hi-View Engine processes and fine tunes the picture

• ULED technology creates the most vivid, colourful and true-to-life viewing experience

RRP: From $1,499

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LASER

Chris Lau : Managing Director

The last year has seen consumers become more price conscious, prioritising value above all else, Laser’s Chris Lau said.

“We know consumers are taking a critical look at upcoming technology purchases in the hope of finding great features at better prices, which includes trying new brands. We take this as our responsibility to meet those needs and deliver high quality products for less.”

Laser is seeing consumers look for fun, impactful lighting in their computer gaming accessories. While it’s not new technology, the company is doubling down on this to meet growing demand.

“We’ve introduced more RGB light customisations and coordination options into our gaming bundles which enables the included headphones, keyboard and mouse to react in unison to gameplay. We’ve also expanded our CONNECT SmartHome range to offer more ambient lighting options from RGB panels, to synchronised monitor backlighting and curtain lights.”

Lau recognises that the target market for gaming is changing, with shifts among console gaming versus computer gaming, phone gaming, virtual reality and more.

“We encourage our retail partners to pay more attention to the younger gamers when it comes to gaming peripherals. As Australia’s answer to reliable, good quality, affordable technology, we’re gearing up for a big gifting period.”

CONNECT AmbiColour Range

• Variety of shapes and customisable designs

• DIY easy set up

• Ability to integrate into smart home ecosystem and scenes

• Voice control via Amazon Alexa or Google Home

• Incorporates smart light bars, hexagon lights, triangle lights, light curtain and TV back light LED strip

RRP: From $109.95

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HARMAN INTERNATIONAL INDUSTRIES

Amrit Lall : Product Manager – ANZ

As wireless technology and latency improves, more customers are cutting the cord on gaming headsets and going cable free. In response, the JBL brand has launched four wireless models with more options launching in 2024.

JBL recently launched the Quantum 910 gaming headset – offering flagship Quantum Sphere 360 head-tracking technology in a wireless form factor for the first time.

“Head tracking allows gamers to accurately pinpoint other players in the game-sphere, giving them a genuine competitive advantage over their opponents,” Amrit Lall said.

While challenging market conditions have seen some contraction in the gaming category, JBL said it has continued to grow revenue and gain market share.

“Our recent experiences at the PAX Gaming Convention in Melbourne highlight the recognition JBL now enjoys in this space, with the JBL stand being universally considered one of the most popular and engaging.

“To set our brand apart, JBL offers a replacement warranty on gaming headsets, removing the need for gamers and retailers to wait for a repair if a fault is encountered.

“Gaming is a category that JBL is investing in heavily both globally and in Australia and New Zealand. We will be launching numerous new products over the coming months and doubling down on our retail executions to help retailers sell more and be profitable,” Lall said.

JBL Quantum 910 Gaming Headset

• 2.4ghz wireless technology

• JBL Quantum Sphere 360 with head-tracking

• 50mm dynamic drivers tuned for gaming with DTS surround sound decoding

• Active Noise Cancellation (ANC) tuned for gaming

• Flip up boom microphone

RRP: $499.95

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SAMSUNG ELECTRONICS AUSTRALIA

Maxime Dupont : Head of Product – Display and Memory Solutions

During the pandemic, Samsung saw more people investing in their home set-up and since then, demand has remained consistent.

“More down time attracted more people to gaming, and they want to play on the best. Gamers need technology to do more — whether it be enhanced visuals, a more immersive experience or greater personalisation,” Maxime Dupont said.

“We’ve also seen more Gen Z gamers embrace ‘cosy gaming’, which effectively sees them create relaxing physical environments to play in. They’re investing in technology and other furniture that makes their gaming space aesthetic while also functional.”

This year, Samsung launched the 57-inch Odyssey Neo G9 – the world’s first dual UHD gaming monitor – with a 1,000R curvature. Earlier in the year, Samsung introduced the 49-inch Odyssey OLED G9 gaming monitor with a DisplayHDR True Black 400 and next-level AI upscaling technology to achieve pure black levels.

The current economic climate has made consumers more value conscious. For hardcore gamers, investing in the latest technology is a given, however, it can be seen as a bigger purchase for more casual gamers. “We are focused on delivering the best possible gaming monitors that also deliver more than their core function through SmartThings integration, allowing users to take a break from gaming sessions to tune into a Smart TV experience, and even control connected devices across their home.”

Samsung Odyssey Neo G9 Curved Gaming Monitor

• World’s first dual UHD monitor

• 1,000R 57-inch curved screen

• Quantum Matrix technology with Quantum Mini LEDs

• VESA Display HDR 1000 delivers 1,000 nit peak brightness

• 240Hz refresh rate and 1ms response time (GtG)

RRP: $3,199

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DELL

Marc Jones : Retail Category Manager

According to Dell, the gaming market has been more valuable than the music and movie industry combined for several years, which is reflected in continued demand.

“While popularity is largely driven by mobile games, the growth of e-sports and appetite for gaming content creators is pushing PC gaming in front of more mainstream audiences. These gamers are willing to invest in premium technologies to ensure they have the best setup for in-game advantages,” Marc Jones said.

“The Alienware Aurora R16 is Alienware’s first gaming desktop to include the revamped Alienware Command Centre software. The overall integration of hardware and software sets these products apart, which along with careful management of thermals and cooling, allows gamers to achieve peak performance.”

On a final note, Jones said: “Dell Technologies will continue to be a trusted retail partner, launching new technology products with a focus on ethical delivery in an increasingly sustainable manner, working towards Michael Dell’s vision of a closed loop supply chain by 2030.” AR

Alienware Aurora R16 Gaming Desktop 14th Gen Intel Core i9-13900F

• Intel Killer Wi-Fi 6E AX1675, 2x2, 802.11ax, MU-MIMO, Bluetooth wireless card

• 14th Gen Intel Core i9-13900F

• NVIDIA GeForce RTX 4080, 16GB GDDR6X graphics

• Up to 32GB RAM

• Up to 1TB SSD storage

RRP: TBC

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HTC VIVE

Thomas Dexmier : Country Manager – ANZ

HTC VIVE has seen growing interest in immersive entertainment as new games and extended reality (XR) technology advancements bring real and virtual worlds together like never before.

“Virtual and Mixed Reality headsets have become autonomous while remaining versatile and lighter yet more powerful, comfortable and inclusive, opening up possibilities for more engaging experiences. This year has also seen early adopters of VR technology upgrade to the latest gear, as setup is simplified and performance is advanced,” Thomas Dexmier said.

Earlier this year, HTC VIVE unveiled the VIVE XR Elite combining Mixed and Virtual Reality (MR/VR) in an all-in-one device with full-colour pass-through video, 4K resolution and accurate hand-tracking.

“We prioritised comfort, inclusivity and performance with a modular form factor that can be transformed into a pair of glasses, allowing the headset to be used at home, in the office, or even travelling on a plane.

“VIVE XR Elite provides a gateway to the universe of immersive experiences, from gaming and fitness, through to productivity and the metaverse. We’re also launching our new generation of trackers allowing for full body tracking and real object tracking.”

HTC VIVE believes cloud streaming has the potential to be a gamechanger. “Offloading the processing to a high-powered PC in the cloud, combined with a superfast network like 5G, means you can deliver the highest-fidelity XR content on standalone headsets while making them smaller and lighter,” Dexmier said.

VIVE XR Elite

• Compact design weighing 625 grams

• Offers both VR and MR capabilities with a full colour RGB camera

• Convertible form factor that can be transformed into glasses

• High-octane VR gaming through wireless PC streaming

• Depth-sensing precision, providing accurate tracking and spatial awareness

RRP: $2,099

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NETGEAR

Bing-Huang Cheng : Senior Director – Technical Product Management

NETGEAR continues to recognise the significant uptake in gaming across the Australian and New Zealand markets. Based on a recent survey, 40% of NETGEAR customers say they rely on Wi-Fi for gaming.

“NETGEAR is a pioneer when it comes to delivering premium Wi-Fi technology and 2023 has been no different with the introduction of our first Wi-Fi 7 router, the Nighthawk RS700. Powered by Broadcom’s powerful Wi-Fi 7 chips, the device can deliver speeds up to 19Gbps and low latency. A dedicated 10Gb LAN port allows for ultra-fast wired connections for those looking to directly connect a console or PC,” Bing-Huang Cheng said.

Games are increasingly requiring faster matchmaking, higher levels of real-time integration across virtual worlds and improved graphics and detail.

“As a result, higher connection speeds and increased data bandwidths are pivotal to the user experience. Fundamentally, regardless of whether the gamer is utilising a budget setup or the latest home entertainment products, if the internet can’t cope with the data flow, the end experience will be compromised from the beginning.

“Gaming is also becoming more international with players facing each other from across regions. Reducing ping is one of the key challenges and NETGEAR is confident that its Wi-Fi 7 capable products will support the demands of the latest and future generations of video games.”

NETGEAR products are supported by the Nighthawk app, come with 90 days of complimentary technical support and a one-year bonus subscription to NETGEAR Armor, valued at $99.99.

NETGEAR Nighthawk RS700 Tri-Band Wi-Fi 7 Router

• Supports new Wi-Fi 7 standard – 2.4 times faster than Wi-Fi 6

• Supports highly interactive gaming, 4K/8K streaming, UHD video conferencing and AR/VR entertainment with up to 19GBps speeds and lower latency

• Offers 325 square metres of 360-degree coverage

• 10-gig internet port and 10G LAN port

• NETGEAR Armor provides automatic shield of security

RRP: $1,499