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Inside HP's big ‘game’ plan for the India market

The Drum 15 Sep 2021 12:00

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As gaming continues its prolific growth in the post-pandemic world, brands are relooking at their portfolios to cater to this evolving consumer’s ‘work-and play’ demands. The Drum finds out more about HP gaming strategy from Vickram Bedi, senior director, personal systems - HP India Market.

Even as many categories faced unprecedented stress owing to frequent lockdowns and reduced consumption, one category that has been on a high growth curve in the post-pandemic world has been gaming.

As increasingly countries went in for frequent lockdowns, it meant more people staying at home more often and thus the need for entertainment – without the actual physical interaction – saw an all-time surge. This has also meant consumers investing in gaming infrastructure, beyond playing the games on their mobile phones.

Gaming - one industry that has grown during the pandemic

Within gaming, India’s gaming community is showing a growing preference for PC gaming with 89% of gamers believing the PC delivers a better gaming experience than a smartphone.

There is a huge social and cultural change happening around gaming as a genre as Indian consumers embrace gaming in unprecedented ways. Gaming is becoming a part of the wider societal discussions around combating stress, skill development, and social interactions.

The gender rules of gaming

The emerging patterns point out that they're more likely to move to PCs, they're more likely to buy a gaming product that is newer than a year ago, and they're more likely to pursue a career in gaming, he adds.

Gaming represents a significant growth opportunity for the Indian PC industry and continues to be a key driver of HP's continued development in the PC category, shares Bedi. The company has been witnessing the growth of the PC gaming industry by 50% CAGR for the last few years and this tops all segments of PC sales in India, he adds.

The existing portfolio comprises the Omen and Pavilion series, catering to high-end and casual gamers as well as the recently announced next-generation mainstream gaming PC portfolio Victus, targeted at both casual and experienced gamers.

From a go-to-market strategy, HP has been doing less ATL spends for this category and focusing more on building and engaging with the relevant community of gamers. Bedi says: “We share our users' enthusiasm for gaming and take insights from regions like India and translate this globally - an inspiration for how we drive our worldwide gaming strategy and ecosystem.” The brand has created a gaming community to connect, engage and listen to gamers and innovate basis their evolving needs, he adds.

From being ‘frowned upon’ to being accepted as a legitimate way to fulfilling a social need especially during the lockdown, gaming has indeed come a long way. It would be interesting to see how far will it play up.

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HPIndiaVickram BediBediLenovo
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