You will be redirected back to your article in seconds

Lenovo: E3 Has Evolved Beyond a Console Show

This year’s E3 was the first since Microsoft’s leap into console gaming that the Xbox didn’t have its own booth on the show floor, instead Microsoft and its console were across the street from the show at the Microsoft Theater. In its place was a booth for Microsoft’s video streaming service Mixer along with a two PC hardware partners: Dell and Lenovo.

Both companies announced new Windows 10 gaming computers at the show. While Dell and its gaming-centric Alienware brand has been at E3 in the past, this was a first for Lenovo instigated in part by a change in the way the company views E3.

E3 has been the main trade event for the video game industry since the 90’s and over time has grown in stature and size,” a Lenovo spokesperson told Variety. “Now the show has become a mega event and a place where gaming hardware, game titles and just about anything else related to video games is unveiled.”

It also helps that PC gaming has seen a surge in popularity over the past few years. Market researcher Digi-Capital expects PC games hardware sales to hit between $30 billion and $35 billion this year alone.

Popular on Variety

Microsoft’s Blake Mitchell adds that Microsoft is seeing a lot of barriers breaking down between console and PC gaming lately.

That’s in part, the company believes, due to  Microsoft’s own gaming support in Windows 10 which includes features like Play Anywhere initiative that allows a person to purchase specific games on Xbox or PC and then play on whichever system they prefer.

Another major factor, according to the company, is the partner system Microsoft has with PC manufacturers like Lenovo, Dell and others.

As part of its collaboration with Microsoft, Lenovo announced a slew of new Legion gaming PCs. The computers announced included two new laptops packed with high-end displays, backlit keyboards and solid graphics options, as well as four desktops, ranging from full tower to frag box.

Dell brought a mix of computers and gaming peripherals to the show including a new gaming mouse and headset.

Lenovo said that in creating its latest Legion line of gaming computers it conducted focus groups with “hundreds of gamers around the world” to evaluate design concepts.

“We’re actively engaging a growing community of gamers that include Stream team members, Twitch and YouTube influencers, esports players and customers,” the spokesperson said. Even the Legion sub-brand name came from the company’s fan base.

The decision to show at E3 was also driven by the community.

“Listening to gamers, integrating their feedback and anticipating their needs are a big part of what drives our customer-centric innovation,” the spokesperson said. “To do this we have to be committed to engaging with the community and showing up where they are, and what better place than E3?”

More Gaming

  • Riot Games

    Riot Games to Pay $10 Million to Settle Gender-Discrimination Lawsuit

    Riot Games, developer of “League of Legends,” will fork over at least $10 million to settle a class-action lawsuit filed on behalf of women employees alleging the company’s “bro culture” resulted in systemic gender discrimination. Terms of the settlement in the case, reached in August, were revealed in court documents filed last week in California [...]

  • Dreamscape_Dragon vr

    Dreamscape Gets ‘DreamWorks Dragons Flight Academy’ VR Experience (EXCLUSIVE)

    Location-based virtual reality (VR) startup Dreamscape has teamed up with DreamWorks Animation to launch a new “How to Train Your Dragons” experience at its flagship Westfield Century City VR center in Los Angeles later this month. The 11-minute “DreamWorks Dragons Flight Academy” experience allows up to 8 participants to hone their dragon-flying skills together, and [...]

  • YouTube logo

    YouTube Eases Restrictions on 'Simulated' Violence in Gaming Content

    YouTube announced a change to its content guidelines that will be more permissive in allowing depictions of violence in video-game content — as long as it’s not the sole focus of a video. Starting on Dec. 2, YouTube said, scripted or simulated violent content found in video games will be treated the same as scripted [...]

  • Disney’s Frozen 2 and Laika’s Missing

    'Frozen 2,' 'Missing Link' Lead 47th Annie Award Nominations

    Disney’s “Frozen 2” and Laika’s “Missing Link” led the 47th Annie Award nominations Dec. 2 with eight each and will battle it out for best animated feature along with DreamWorks Animation’s “How to Train Your Dragon: The Hidden World,” Netflix’s “Klaus” and Pixar’s “Toy Story 4” when the ceremony is held on Jan. 25 at [...]

  • Black Friday Deals: Oculus Rift, PlayStation

    The Best Black Friday Deals for VR Headsets, Apps & Games

    Getting your own virtual reality (VR) setup at home used to be costly, requiring not only an expensive headset but also a full-blown gaming PC. Not anymore: The latest generation of all-in-one devices has made VR a lot more affordable, and deep discounts for the holiday season serve as another incentive to finally make the [...]

  • Beat Saber Acquired by Facebook, Company

    Facebook Buys the Maker of the Popular VR Game 'Beat Saber'

    Facebook has acquired Beat Games, the maker of the popular virtual reality (VR) music game “Beat Saber”, the social media giant announced Tuesday. Beat Games will operate as an independent studio under Oculus Studios, and continue to support “Beat Saber” on all existing platforms, according to a blog post penned by Facebook AR/VR director of [...]

  • Kris Bowers, Alan Silvestri, and Catherine

    Alan Silvestri, Cynthia Erivo, Bebe Rexha Among Hollywood Music in Media Award Winners

    The 10th annual Hollywood Music in Media Awards rewarded a diverse crop of composers, songwriters and music supervisors who contributed to film, TV and videogames over the last year, from scorers Alan Silvestri, Hildur Guðnadóttir, Marco Beltrami and Michael Abels to tunesmiths Cynthia Erivo, Bebe Rexha and the Avett Brothers to Quentin Tarantino’s longtime music sidekick, [...]

More From Our Brands

Access exclusive content