Gigabyte Weighs Entry into Crowded Handheld Gaming Market, Seeks Differentiator
A burgeoning handheld gaming console market, spurred by the success of the Steam Deck, is prompting industry giants to consider their options – and Gigabyte is no exception. The Taiwanese manufacturer is carefully evaluating a potential entry into the space, but only if it can offer a compelling advantage over existing competitors.
The handheld gaming console market has experienced significant growth in recent years. The 2022 launch of the Steam Deck proved to be a pivotal moment, demonstrating strong consumer demand and paving the way for other major players. This influx of competition has created a challenging landscape for newcomers, demanding a strong value proposition to succeed.
During an interview with PC World at CES 2026, Gigabyte’s leader, Eddie Lin, acknowledged the competitive pressures. “The topic is on the table,” Lin stated, confirming the company is actively exploring the possibility of developing its own handheld gaming console. However, he emphasized the need for a “sufficiently powerful product” to stand out in the already crowded market.
The ease of manufacturing is no longer a significant barrier to entry, Lin noted, citing China’s well-developed industry as a key factor. This means differentiation will be crucial. Gigabyte has repeatedly been pressed by fans for a timeline on a potential launch, but the company remains noncommittal.
“We will only enter this segment if we can equip our own handheld game console with an extra function or service that will clearly stand out from the crowd,” Lin explained. “For now, we are still looking for the answer to the question, and until we find it, we will not come up with our own product.”
Currently, the handheld gaming space is populated by devices like the ASUS Ally series, the Lenovo Legion Go series, the MSI Claw family, and the GPD Win. While these consoles offer varying features and specifications, a unique, defining characteristic remains elusive across the board.
Gigabyte has yet to disclose any details regarding potential hardware specifications or target price points. The company’s leadership admits the possibility that they may ultimately decide against entering the market if a viable area for innovation cannot be identified. The company is prioritizing a clear path to offering “outstanding results” before committing to development.
