Hesham Tantawi, Vice President of ASBIS Middle East, discusses the region’s booming gaming market, fueled by esports, cloud gaming, and high-performance hardware. ASBIS is all set to introduce Lorgar, a standalone gaming brand delivering an integrated ecosystem of premium gaming products, including racing simulations.
How do you see the market for gaming products evolving in the Middle East?
The gaming market in the Middle East is rapidly growing, driven by a youthful population, rising disposable incomes, and increasing internet penetration. Esports, government investments, and enhanced gaming infrastructure are fueling demand for immersive experiences, high-performance PCs, and peripherals. Cloud gaming and streaming are gaining traction, supported by advancements in internet and data center infrastructure. Niche segments like racing simulations and virtual reality are also expanding. Companies like ASBIS, with its Lorgar brand, are capitalising on these trends with tailored, ecosystem-driven solutions.
What is ASBIS’s goal with the launch of the Lorgar gaming brand in the Middle East?
ASBIS aims to expand its presence in the Middle East gaming market with the introduction of Lorgar, a standalone gaming brand designed to offer an ecosystem-based approach to gaming. By focusing on seamless integration and optimization of gaming setups, Lorgar seeks to deliver superior experiences for gamers across the region. This launch aligns with ASBIS’s broader strategy of strengthening its own brands and targeting high-growth markets like gaming.
What makes Lorgar unique compared to other gaming brands?
Lorgar stands out as a fully independent brand, not a sub-brand of ASBIS’s existing offerings. It takes an ecosystem-focused approach, leveraging proprietary software to manage and optimize gaming setups comprehensively. The brand offers a wide range of products, including gaming PCs, monitors, keyboards, headsets, and simulation equipment, ensuring compatibility and performance across its entire portfolio. This integrated approach caters to gamers seeking efficient and cohesive solutions for their gaming needs.
What products and price points does Lorgar offer?
The Lorgar portfolio includes over 30 products across nine gaming categories, such as gaming PCs, monitors, cockpits, furniture, cameras, microphones, keyboards, headsets, and mice. For professional gamers, Lorgar offers high-performance PCs priced between $7,000 and $10,000, while mainstream gamers can invest in setups starting at $3,000. This broad price range enables Lorgar to appeal to both high-end and mainstream segments of the gaming community.
How does Lorgar cater to the growing racing games market?
To tap into the rapidly expanding racing games segment, which is projected to grow by $15.84 billion by 2028, Lorgar has partnered with Simagic, a leading manufacturer of simulation ecosystems. This collaboration allows Lorgar to provide high-quality racing equipment and accessories as part of its product lineup, making it a comprehensive solution for gamers and racing enthusiasts alike.
When will Lorgar launch in the Middle East, and how has it performed in other markets?
Lorgar was initially launched in Europe in late 2024 and has seen positive reception due to its innovative ecosystem approach and diverse product offerings. ASBIS plans to expand Lorgar to the Middle East by the end of Q1 2025, aiming to capture the region’s growing gaming market and establish Lorgar as a premier gaming brand.
Why is ASBIS focusing on gaming as a key market?
ASBIS views gaming as a critical area of growth for 2025, particularly as the industry experiences a shift toward cloud computing and data centers, which may reduce the reliance on traditional hardware. By launching Lorgar, ASBIS aims to remain competitive in this evolving landscape, catering to the rising demand for integrated gaming ecosystems and advanced gaming solutions.
What is the “Ready to Play” platform, and how does it benefit gamers?
Lorgar’s “Ready to Play” platform consolidates its diverse product portfolio into a cohesive ecosystem, making it easier for gamers to set up and enjoy fully integrated gaming configurations. This platform spans nine categories of products, including gaming essentials and advanced simulation tools, addressing the needs of gamers, streamers, and racing enthusiasts. By simplifying setup and optimizing performance, the “Ready to Play” platform ensures a seamless and immersive gaming experience.
How does Lorgar plan to differentiate itself in the Middle East gaming market?
In the Middle East, Lorgar aims to position itself as a premier gaming brand by offering high-quality products tailored to the needs of local gamers. Its ecosystem-focused approach, extensive product lineup, and strategic partnership with Simagic for racing equipment provide a competitive edge. ASBIS’s strong reputation as a Value Add Distributor further supports Lorgar’s entry into this rapidly growing market.
What challenges and opportunities does ASBIS foresee with this launch?
ASBIS recognizes the challenges posed by the gaming industry’s shift toward cloud computing and data centers, which could impact traditional hardware sales. However, it also sees significant opportunities in the rising demand for integrated gaming solutions. By focusing on ecosystem-based innovation and expanding its product lines, ASBIS aims to meet these evolving needs and establish Lorgar as a leading gaming brand in the Middle East and beyond.
