LG doubles-down on gaming and entertainment with K-Series launch

With IFA just around the corner, it would be fair to assume a tsunami of consumer devices launches are on the horizon, and here, LG has kicked-off its own efforts.

The mid-range K50S and K40S smartphones will be available for consumers in Europe, LATAM and Asia to purchase in October, and it appears LG is continuing its quest to find a niche in the gaming and entertainment world.

“These new K series devices offer an optimized multimedia experience that are competitive with the best smartphones in the price range,” said Morris Lee, SVP of mobile communications at LG. “With enhanced screens and more versatile cameras, the K50S and K40S represent exceptional value that demonstrate LG’s commitment to putting consumers’ needs first.”

The devices themselves bring larger screens than previous models, 6.5-inch for K50S and 6.1-inch for K40S, as well as a shift in the placement of the front-facing camera to maximise real-estate. New audio components have been introduced with DTS:X 3D Surround Sound, while a 4,000mAh battery for the K50S and 3,500mAh for K40S will offer extended usage. Both devices run on the latest Android OS, Pie.

Looking at the chipset, both models will incorporate 2.0 GHz Octa-Core, promised to enable smartphones to carry out more advanced tasks such as handling high resolution videos and graphic-heavy games without draining the battery, making the devices capable and efficient.

Gaining attention from today’s consumer can be a tricky task, and while other manufacturers largely seem to be focusing on narcissism with advanced cameras and AR features, LG appears to be focusing more acutely on gaming and the consumption of content.

We have already been treated to this strategy at EEs 5G launch back in May, when Head of LG Mobile UK Andrew Coughlin showed us the 5G prototype device. The product has been designed with multi-taskers in mind, with the option to clip the smartphone into a separate model, adding a second screen. The screens work independently, allowing for two applications to be run simultaneously, or potentially together with the bottom screen acting as a controller for games.

This is strategy which appears to be spread throughout the portfolio, and it is a smart idea.

Gaming is one of the fastest growing markets in the digital economy, and with the emergence of more cloud gaming platforms such as Google Stadia or Nvidia GeForce NOW, accessibility will also increase. A recent report from PwC suggests the German gaming market will grow by 5.2% a year between 2019 and 2023, though this seems to be moderate growth in comparison to other markets.

Research from GlobalData suggested the globally the video games market generated $131 billion, though this could increase to $300 billion by 2025. The surge in growth will be led by smartphone gaming, though as the newly emerging cloud gaming platforms are somewhat of an unknown entity, who knows what the actual figure will be.

On the entertainment front, there is no secret consumers like to watch content on their smartphones, but again, this is becoming increasingly accessible thanks to larger data tariffs and improved wifi in public spaces.

LG will have to do a lot to cut through the noise considering the massive marketing budgets of its rivals but craving a niche in the gaming and entertainment arena is certainly a smart move.