The decision to exit the gaming phone market comes as Lenovo struggles to compete with rivals that have already established a presence in the space. As smartphone gaming continues to grow in popularity, many companies have released gaming-focused devices to cater to the demands of the market.
While Lenovo’s gaming phones boasted impressive hardware specifications and unique features, the company failed to gain traction outside of its home market of China. Despite poaching employees from ASUS ROG, the Lenovo Legion brand failed to make a significant impact in the global gaming phone market.
The company’s last Legion-branded phone, the Y70, was announced in August 2022 and was considered a lower-end device. The final flagship Y90 was released over a year ago in February 2022, indicating that Lenovo has been struggling in the gaming phone market for some time.
Lenovo’s exit leaves ASUS ROG as the primary player in the gaming phone market, with other competitors including the Nubia Red Magic and Xiaomi’s Black Shark. However, even these brands have faced challenges in the competitive landscape, with Xiaomi recently laying off a large number of its gaming phone division’s employees.
Lenovo’s spokesperson noted that the company is committed to advancing the gaming category across various form factors and will focus on where it can bring the most value to the global gaming community. As such, the company will likely shift its focus to its Moto line of smartphones, along with special models like the ThinkPhone.
