Lenovo-backed firm sidesteps hardcore gamers, with Chinese video game system

Chinese company Eedoo has launched its CT510 multimedia entertainment system, which features controller-free games

The Lenovo-backed company behind China's newest homegrown video game system is aiming for product sales to reach hundreds of thousands of units over the next fiscal year ending in March, as it tries to build consumer interest in a country where the world's hottest gaming consoles are banned from sale.

"Our product is not positioned for hardcore gamers," said Jack Luo, CEO of Beijing Eedoo Technology, which Chinese PC vendor Lenovo has invested in. "Our product is for families, for households. It's made so that the grandfather and grandmother can play, and so that young children can play it with their parents."

The product, translated in English as the "Eedoo Machine," but also known as the CT510, is meant to be a multimedia entertainment system that features motion-sensing technology, allowing for controller-free games similar to Microsoft's Kinect device for the Xbox 360. This past weekend, Eedoo finally launched the CT510 in China, after delays with its development.

Eedoo is shunning the term "game console" when describing the CT510, partly because the Chinese government does not allow the official sale of such devices, according to Luo, who gave an interview on Thursday. Government agencies have created regulations to limit the influence of video games on children. "We don't want to worry about the government sending us a notice that we can't sell it," he said.

But the CT510 is also meant to be different from traditional video game consoles, such as the Xbox 360 or Sony's PlayStation 3, Luo said. Eedoo's device features games that emphasize physical exercise, and can be played with a camera reading the player's movements. The CT510 itself is a digital media receiver that can also connect online to stream videos, and download and run apps that emphasize more casual entertainment, including karaoke or educational programs.

"I think parents would oppose the product if we called it a gaming console," Luo added, noting that the CT510 had been localized for Chinese users and will include cultural exercises like Taichi.

The company, however, expects there to be challenges in making their product a success. Despite China's official sales ban on foreign video games consoles, the devices are still readily available in the country's gray market, where local vendors buy product from overseas only to sell to consumers. For gaming consoles, Chinese gray market vendors will often reconfigure the systems so that they can play bootleg games, which can cost about US$1.

"That's difficult to compete against," said Victor Wang, Eedoo's executive director. The company is pricing the CT510 at 3799 yuan (US$603), about double the price of an Xbox 360 with Kinect in the U.S. Eedoo's CT510, however, includes eight games pre-installed in the system, along with 10 apps.

Eedoo realizes it can't satisfy hardcore gamers, who are used to playing consoles from Microsoft, Sony and Nintendo, Wang added. "Eedoo has only been around for two years, the technology we have is not enough," he said. "We have to build up our technology and influence before we embark on something like that."

But for now, the company is focusing on meeting the demands of Chinese families. Eedoo has started selling its CT510 in 11 cities in China, and plans to establish 1,000 retail points for the device by year's end, as the company develops more games and apps.

"When Nintendo's Wii came out, hardcore gamers complained it was not true gaming. But the Wii met the demands of its users and succeeded," Wang said. "We may still be behind in some technologies, but we have localized this product for Chinese users. This is our advantage."

Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Michael Kan

IDG News Service
Show Comments





Back To Business Guide

Click for more ›

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Christopher Low

Brother RJ-4230B

This small mobile printer is exactly what I need for invoicing and other jobs such as sending fellow tradesman details or step-by-step instructions that I can easily print off from my phone or the Web.

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill


I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Featured Content

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?