Kingston expands the line of gaming computers and commits to several generations

In June of this year, Kingston Brasil teamed up with Terabyteshop to launch a line of pre-assembled gaming desktops, “Powered by Kingston FURY”. Amid the component crisis, the line debuted with a proposal to change the concept that so-called “off-the-shelf computers” don’t offer good value for money, with carefully selected parts in a price range that cater to different audiences.

Taking advantage of its participation at BGS 2022, Kingston has announced the debut of a second configuration aimed at enthusiasts, equipped with an Intel Core i7 12700K CPU and an Nvidia GeForce RTX 3080 GPU. about the brand’s plans to update the model, and interviewed the Marketing Director of Kingston Brazil, Fabricio Fuhrer. In addition to ensuring the continuity of the line, the CEO also revealed some news that we can expect in the future.

Powered By Kingston FURY guarantees good performance

Kingston is known for some of the most powerful RAM modules and storage drives on the market, but until then it had not worked with pre-installed machines. Although not exactly PCs manufactured by the brand, the Powered by Kingston FURY desktops are directly influenced by the company, which chooses which components to use, trying to balance performance and price, before partnering with Terabyteshop responsible for assembling and selling the computers.

Photo: Kingston / Canaltech

According to Fabrício, the idea is to provide users with an experience that has guaranteed quality and eases the buying process, given the hundreds of desktop PC offerings that sometimes sacrifice the quality of certain parts in favor of price.

What sets our computers apart from the market is [que] we select each component in the construction of the computer, […] SSD, memory, of course, motherboard, chipset, processor, video card and obviously a partner who will put it together for us, because you want to deliver a complete experience, not only computers, but quality assembly, with cute cables, everything is fine.

— Fabrício Fuhrer, Marketing Director at Kingston Brasil

The director also emphasizes that the user who buys a personal computer with the Kingston stamp will not encounter performance problems and can always expect robust configurations that bring advanced parts, including dedicated graphics cards – a problematic issue between pre-assembled configurations, which are not even always relied on to dedicated graphics in cost-effective configurations.

What we offer the consumer is exactly that experience with complete fluidity when playing. You won’t buy a stuttering Kingston FURY, you won’t buy a Kingston FURY with integrated video. All are made to offer this gaming experience.

— Fabrício Fuhrer, Marketing Director at Kingston Brasil

New model with Core i7 and RTX 3080

The line Powered by Kingston FURY was announced with three configurations: basic, equipped with Intel Core i3 12100F CPU and Nvidia GeForce RTX 3050 GPU; medium, with an Intel Core i5 12400 processor and an Nvidia GeForce RTX 3060 video card; and advanced powered by an Intel Core i5 12600K CPU and Nvidia GeForce RTX 3070 GPU — all of which were unveiled at BGS 2022 and are available to the public for testing.

During the fair, the company presented a fourth configuration intended for even more demanding users, equipped with an Intel Core i7 12700K processor, 12 cores and 20 threads (8 P-cores + 4 E-cores) running at a clock rate of up to 5.0 GHz, and an Nvidia GeForce video card RTX 3080. Based on the ASUS TUF Gaming Z690 motherboard, the machine also has 32GB of DDR4 RAM (versus 16GB of other options) Kingston FURY Beast special edition in white, one of the new releases. for the event.

Despite the focus on enthusiasts, the new high-end configuration does not deliver extreme components, such as the RTX 3090. Fabricio justifies the choice by pointing out that “the RTX 3080 is the best option for gaming” within the budget that the machine is intended for.

[…] the video card is the RTX 3080, which is without a doubt the best video card for gaming within a certain budget today […]. when you look at a [RTX] 3090, that’s too much for a consumer, so we put a 3080 for a gamer, which is a card that will work smoothly today […] at 2.5K, you can even scratch 4K depending on the game you play.

— Fabrício Fuhrer, Marketing Director at Kingston Brasil

Along with the new high-end variant, the company has updated the three simplest configurations using, for example, water coolers in all models. These configurations will initially be sold only at BGS, using the QR codes present at Kingston’s booth, which will study issues such as price and then make them widely available on the Terabyteshop website.

Update for 13th Gen Intel and RTX 4000 GPUs

Last month, Intel and Nvidia updated their families of processors and graphics cards with the announcement of the 13th generation Raptor Lake and RTX 4000 GPUs. Both promise significant leaps in performance compared to the previous line – used in Powered By Kingston FURY machines – which reach up to 41% or 4 times more power.

When asked if we will see new solutions coming to Kingston’s desktops, the CEO immediately confirmed the update, emphasizing that there is also joint work with Intel and Nvidia in the development of PCs.

We are already considering this with Intel […]these machines are developed by Kingston, our hardware experts, but Intel is also with us in this partnership […] and we actually have the idea of ​​upgrading to the 13th gen as soon as it’s available […]. And certainly when the RTX 4000 is installed in the market, when you have all the variants, we will make this replacement, which is natural. So the moment you have [RTX] 4050, she will enter the place, [RTX] 4060 and so on.

— Fabrício Fuhrer, Marketing Director at Kingston Brasil

AMD CPU models are on the way

The marketing director also had good news for AMD fans — Kingston intends to start working with configurations based on the Ryzen family. The company was waiting for the debut of the Ryzen 7000 line, whose global sales began (including Brazil) on September 27. Based on the Zen 4 microarchitecture and manufactured in 5nm technology, these CPUs deliver significant performance improvements over Ryzen 5000 and Intel’s 12th generation competition.

An interesting point raised by Fabrício is that, given the exclusive use of DDR5 memory by AMD’s new processors, Ryzen 7000-based machines will play an important role in Kingston’s strategy to strengthen the presence of the new generation of RAM not only in the international market. , as well as in Brazil.

[…] interesting thing about AMD, especially from the generation [Ryzen] 7000 is to have a platform 100% focused on DDR5. So it’s a platform that’s going to take a little longer to gain market share, but it’s going to be a very important platform as part of Kingston’s strategy to bring DDR5 to market and start implementing this product more and more in the market. player and into the Brazilian market in a certain way.

— Fabrício Fuhrer, Marketing Director at Kingston Brasil

The crisis did not affect the line

As a result of the pandemic, high demand for PCs, cryptocurrency busts and several other factors, the semiconductor market has faced a severe supply crunch that has seriously affected not only the PC market, but also sectors dependent on dedicated processors and others. chips. Consequently, the prices of parts such as memory and especially video cards have skyrocketed.

Despite being launched at a lighter point in this crisis, the Powered by Kingston FURY line still had to deal with shortages and high costs associated with GPUs. According to Fabrício, this wouldn’t bother the machines because of the “intelligent way” the company works with partners and the acquisition of video cards that the brand found at the time.

Kingston has a very different way of dealing with these supply issues. […]. We cooperate with the market in an intelligent way so as not to interrupt the supply of chips for SSD and memory with our partners. So, on our side, we have the entire production intelligence precisely to prevent such a break with our partners. Video cards, which were also a critical point at the time, we actually saw that the market had a normal supply, so in the end we didn’t have much influence on our side.

— Fabrício Fuhrer, Marketing Director at Kingston Brasil

Kingston would also be able to keep prices under control with smart configuration tweaks, such as using a basic H610 motherboard on the low-end model and payment options.

Each partner has a way to reduce this cost […]. In the input machine, for example, we managed to make it cheaper through the motherboard, we put H610, which is a cheaper chipset. For that machine it’s perfect, so you can balance the cost, but I think the important thing with machines is how the partner markets it. Either you buy in 10 interest-free installments or with a 15% discount at Pixo, which in the end is extremely favorable for the customer.

— Fabrício Fuhrer, Marketing Director at Kingston Brasil

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