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MSI, a leading brand in high-performance gaming laptops, is celebrating its 20th anniversary in the laptop market. For two decades, MSI has prioritized the user experience, believing that understanding customer needs is key to crafting quality products. This customer-centric approach has fueled MSI’s success and fostered strong customer loyalty. Eric Kuo, MSI’s Vice President of Global Sales & Marketing and head of the notebook business unit, shared insights into the company’s journey and future direction. “By shaping the future of technology and striving for perfection, MSI continually introduces innovative laptops, pushing boundaries to embrace cutting-edge advancements. We remain committed to gaming, while expanding into education, business, and content creation to meet evolving customer demands for the next 20 years,” stated Kuo.

MSI's 20th-anniversary celebrations

Global Exhibitions and Promotions Mark 20th Anniversary

To commemorate this milestone, MSI hosted special exhibitions worldwide, showcasing its 20-year journey. These events, held throughout 2024 in countries like South Korea, Poland, India, Vietnam, Japan, Spain, France, the US, and more, provided a unique opportunity for MSI fans and tech enthusiasts to join the celebration.

MSI also launched special promotions, offering attractive discounts and exclusive gifts with select products.

MSI's 20th-anniversary promotional materials

Two Decades of Innovation: From Motherboards to Gaming Laptops

Founded in 1986, MSI’s history demonstrates its resilience and adaptability. Starting with motherboards and graphics cards, MSI gained global recognition for its technological prowess. Recognizing the potential of the PC industry, MSI entered the laptop and desktop market, launching its first laptop, the M510C, in 2004, marking the beginning of its 20-year laptop journey. The path, however, was not always smooth.

In 2009, MSI anticipated the rising demand for compact and portable laptops, leading to the development of the X340, the world’s thinnest laptop at the time. However, the rapid rise of smartphones and tablets shifted consumer habits, presenting a significant challenge. With perseverance and determination, MSI implemented a strategic shift that would shape its future.

Challenges often breed opportunities. The difficulties faced prompted MSI to reassess user needs. According to Kuo, World of Warcraft was immensely popular at the time. During a visit to a LAN party, MSI leadership observed gamers carrying bulky PCs. They realized the need for high-performance machines in a more portable form factor. Recognizing the potential of the gaming market, MSI shifted its focus from price competition to developing premium gaming laptops. Prioritizing gamer needs, MSI launched a series of successful gaming laptops, solidifying its position in the market and achieving the highest global gaming laptop market share by 2015.

MSI's focus on gaming laptops

Expanding Product Lines and Embracing New Technologies

Ko Chin, General Director of MSI Vietnam’s laptop division, shared further insights. Entering the gaming market presented internal challenges. Leadership had to convince MSI staff that “gaming is the future.” Internal training sessions were conducted to educate employees about the gaming market and social media trends, contrasting with traditional computer development approaches. MSI employees began playing games, live streaming, and interacting with online communities. This learning process enhanced their understanding of their work, positively influencing partner and customer interactions and strengthening the MSI brand.

Regarding product design and development, Ko emphasized the importance of thorough user and market research. While this phase can involve numerous changes, once a direction is set, MSI handles all aspects in-house, from product conception and hardware/software design to assembly. This integrated approach allows for quick adjustments based on user feedback, prioritizing the consumer perspective and contributing to MSI’s success.

Partnership Built on Shared Values: MSI and Mercedes-AMG Motorsport

Among recent MSI laptops, Ko highlighted the Mercedes-AMG collaboration. Negotiations began before the COVID-19 pandemic, driven by shared values and a desire to create unique products. After delays, discussions resumed in 2022. Throughout this period, AMG remained committed to MSI, recognizing its dedication to cutting-edge technology and performance. The resulting Stealth 16 Mercedes-AMG Motorsport A13V embodies the vision of both brands, receiving acclaim and winning numerous awards, demonstrating the rewards of staying true to core principles.

Addressing the growing demand for mobile gaming, MSI recently launched the Claw handheld gaming console. Ko believes that advancements in technology allow for powerful hardware in a compact form factor, enabling MSI to leverage its strengths and create a compelling product for gamers.

MSI Stealth 16 Mercedes-AMG Motorsport A13V

Beyond Gaming: Expanding Horizons with Diverse Product Offerings

For four consecutive years, MSI has been awarded “Readers’ Choice Award for Best Laptop Brand” by PCMag, surpassing even Apple. This achievement reflects MSI’s consistent performance and vision. The company continues to deliver superior hardware and innovative designs for even the most discerning users.

Beyond gaming, MSI has expanded into other product categories. The Creator series offers exceptional performance, precision, and multitasking capabilities for content creators. The Business & Productivity series combines processing speed, portability, security, and other features tailored for professional environments.

MSI Claw handheld gaming console

MSI’s Core Values: Aesthetic Design, Peak Performance, Cutting-Edge Technology

Throughout its 20-year journey, MSI has maintained three core values:

• Aesthetic Design: MSI transforms laptops from mere computing devices into stylish accessories, collaborating with renowned designers like Hiroshi Fujiwara and Mercedes-AMG Motorsport.
• Peak Performance: MSI relentlessly pursues maximum performance to satisfy demanding users seeking unparalleled power.
• Cutting-Edge Technology: MSI consistently integrates the latest technologies, pushing the boundaries of laptop innovation.

Conclusion

MSI’s 20-year journey in the laptop market reflects its commitment to innovation, user-centric design, and adaptability. From its beginnings in motherboards and graphics cards to its current leadership in gaming laptops and beyond, MSI continues to evolve and meet the changing needs of its customers. With a focus on performance, aesthetics, and cutting-edge technology, MSI is poised for continued success in the years to come.