GIGABYTE Explores Entry into Portable Gaming PC Market
GIGABYTE is contemplating the entry into the portable gaming PC market. The CES 2026 event witnessed CEO Eddie Lin declaring that GIGABYTE is considering a handheld console that would offer some unique experience rather than be another such device like the Steam Deck.
Differentiation, Not Production, Is the Problem
In Lin's opinion, the technical and manufacturing challenges involved in developing a handheld console no longer constitute a major roadblock. He pointed that manufacturing lines are well established, that ODM partners in China are adept at assembling such devices, and that the parts are all within reach. The main issue, according to Lin, is finding a reasonable justification for why another copycat device ought to be made when, in all probability, it wouldn't bring anything new to the table.
An Already Crowded Market
GIGABYTE is looking at a very crowded marketplace. The PC-based gaming handheld space has some big players already:
- Valve
- ASUS
- MSI
- Lenovo
Plenty of Chinese brands like AyaNeo, GPD, and One Netbook are competing actively with the above. This does not even include heavyweights of the console sector like Nintendo, and the possibility of a comeback by Sony into the portable arena.
What About Competing on Price
Lin said that competing solely on price would become a complicated option. Rising component costs for essentials such as memory and SSDs make it almost impossible to arrive at an acceptable price point for the product while compromising on features and functionality at the same time. This situation in the market is why GIGABYTE is not keen to invest in the project that might not find an outright niche.
