Ayaneo, which has launched many handheld game consoles in the past, has recently entered the more affordable handheld game console market with its sub-brand KONKR.The first entry-level product, KONKR Pocket FitEarlier, it was announced that the higher-end KONKR Pocket Fit Elite will be launched in September. It also uses the Android platform and is priced in the range of US$9 to attract more gamers.
The KONKR Pocket Fit Elite features a 6-inch, 1080p resolution screen with a 144Hz refresh rate, a built-in 8000mAh large-capacity battery, and Hall Effect joysticks and triggers to reduce abnormal joystick triggering and significantly improve the operational feel, making it optimized for long-term gamer use.
Ayaneo hasn't yet revealed the processor model of the KONKR Pocket Fit Elite, but the "Elite" name suggests it could be powered by the Qualcomm Snapdragon 8 Elite. However, given the entry-level KONKR Pocket Fit, first released in July, which uses a Snapdragon G7 Gen 3 processor, and Qualcomm's upcoming announcement of a new processor in late September, the KONKR Pocket Fit Elite could also be powered by a new Qualcomm processor specifically designed for handheld gaming consoles.
Shift in pricing strategy
Ayaneo launched in the pastAyaneo 3 SeriesWith a starting price of $1399, while it's highly regarded by core gamers for its performance and design, it's still too expensive for the mass market. Therefore, Ayaneo launched the entry-level KONKR sub-brand, clearly aiming to fill the gap in the market for gamers who want to experience handheld gaming without breaking the bank.
The current suggested retail price of the KONKR Pocket Fit entry-level series is US$329, and the KONKR Pocket Fit Elite, which is expected to be launched in September this year, is priced at US$9, which is obviously different from the Ayaneo 399 series, which starts at US$3.
However, the KONKR series' main competitors are clearly gaming phones with top-of-the-line designs and numerous higher-priced flagship phones, allowing players to play games at more affordable prices, with higher performance and a more suitable experience. This also allows for a different product positioning compared to the Ayaneo 3 series, which primarily focuses on the Windows gaming platform.
Looking at the overall trend, the handheld game console market is booming thanks to products like Steam Deck and ROG Ally, but price and positioning remain key factors in consumer decision-making. Ayaneo, through its KONKR sub-brand, enters the market at a lower price while maintaining a high-quality design experience, making its product not just a "budget version" but a highly differentiated handheld game console.
High-end game consoles, gaming phones, and more new products are coming soon
In addition to expanding into the entry-level handheld gaming market with its KONKR sub-brand, Ayaneo itself has also announced the addition of a new entry-level Code R series product, with the Code R-1 expected to be released soon. Meanwhile, Ayaneo is also preparing to release the new Ayaneo NEXT 2 handheld gaming console later this year, featuring an AMD Ryzen AI Max+ 395 processor and a large-capacity battery. The company has even announced the launch of its first mobile phone, the AYANEO Phone, which it plans to enter the gaming phone market.
