The first ever Lenovo Legion concept store opened its doors in Malaysia today. Located at the ground floor of Digital Mall, Petaling Jaya, the gaming-focused concept store offers gaming enthusiasts and consumers alike a real hands-on gaming experience powered by Lenovo technology.
The 930-square-foot concept store houses four gaming stations and a immersive VR experience zone.
The gaming stations consist of a full-range of Lenovo Legion gaming setups including the Y Series notebooks and gaming towers, as well as Lenovo Legion gaming gear and accessories.
Store patrons are invited to sit and play on-site (game faces on!) to fully experience gaming with Lenovo Legion products.
As you may know, Legion is a dedicated sub-brand focused on making the gaming experience even better for gamers.
The Legion line of products are inspired by and co-created by gamers around the world.
Fastest growing gaming brand in Asia Pacific
Since it launched in March 2017, the Legion brand has experienced tremendous growth in both sales and brand value. In fact, it’s grown to be the #1 gaming brand in Malaysia and is the fastest growing gaming PC brand in Asia Pacific.
I spoke to Ivan Cheung, executive director and regional general manager of Lenovo Central Asia Pacific (CAP) at the launch to find out the secrets behind Lenovo’s success.
Cheung revealed that it is important for Legion to have a wide product portfolio seeing that different gamers have different requirements. So, Legion gaming products address different segments and price points—from the hardcore to the casual. By leveraging on Lenovo’s PC capabilities, Legion is able to deliver the best to gamers’ needs, whether it’s a notebook, desktop PC, monitor or gaming accessory like a keyboard or mouse.
Another key ingredient in its success is listening to customer feedback. The dedicated Legion R&D team are gamers themselves, and most importantly, they listen to what gamers out there want.
That said, it isn’t all about products. Lenovo has also ploughed resources into building the community surrounding gaming. It does this through partnerships like with Intel and Garena, as well as on-ground customer engagements.
Legion has been a big supporter of eSports and has sponsored local tournaments as well organising its own Legion of Champions tournament.
Tournaments like these help to capture the attention of consumers—not just gamers but as spectators and in such enhances the visibility and popularity of the Legion brand.
Cheung noted that the success of gaming largely depends on the popularity of eSports. He said that the popularity of eSports will continue to rise, especially in the Asia as it gains mass appeal and recognition from organisations and governments.
Already, eSports is starting to be recognised as a “real sport.” Case in point, the coming Asian Games where eSports will officially be a demonstration sport.
Improved connectivity especially in emerging markets also spurs the growth of eSports and gaming in general, he said.
Moving forward, Lenovo has plans to set up more Legion concept stores although it did not reveal details.
The Lenovo Legion concept store also showcases other Lenovo products including PCs, notebooks and tablets.
For more information about Lenovo and Legion, visit facebook.com/LenovoMY.
From 1 February to 31 March 2018, customers who buy Lenovo Legion notebooks from Lenovo Exclusive Stores or the Lenovo Official Online Store will receive gifts worth up to MYR508*:
- Free mouse mat and a M200 gaming mouse or an armoured backpack with the M200 gaming mouse with the purchase of Lenovo Legion Y520 (depending on Y520 model).
- Free armoured backpack and a M200 gaming mouse with the purchase of Lenovo Legion Y720.
- Free armoured backpack, Y gaming stereo headphone, Y gaming precision mouse and mouse mat with the purchase of Legion Y920.