Asus Brings PC Gaming Excess To Android With New ROG Phone

Asus, best known for its PC and gaming enthusiast gear, launched the latest in its Republic of Gamers smartphone line targeting Android gamers in markets like China. From a report: The ROG Phone 5 maintains the heritage of over-the-top specs and design: its exterior is decorated with angular motifs and its interior is populated with up to 18GB of memory and Qualcomm's latest Snapdragon 888 processor. It has a custom-made 6.8-inch Samsung OLED display, contains two battery cells and is cooled by a vapor chamber system -- and its higher-tier models bundle an attachable fan cooler for even more performance. In the commodified Android device market, Asus is betting on its brand association with gaming and the broad enthusiasm for a tailored user experience. The ROG Phone 5 comes with an app providing a console-like interface and Asus is working with game makers to add support for the highest refresh rates its display is capable of. Though to break past its 0.2% global market share, the company will need some help, according to Neil Mawston of Strategy Analytics.

Asus has found success partnering with Chinese internet giant Tencent Holdings. The two companies have collaborated on the marketing of ROG Phones and certification of games in China for several generations and the country is one of Asus' main focus markets, the Taiwanese manufacturer said. Unlike the PC market, where higher clock speeds and more memory can translate into being able to play at higher fidelity or on larger screens, in the mobile realm practically every company relies on the same basic architecture. And the leading duo of Apple Inc. and Samsung Electronics consistently tout their devices' gaming capabilities, pushing brands like Asus to focus on hardcore gaming fans.

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