[Interview] AYANEO, Born in Shenzhen, Repeats Its Challenge Amid Steam Deck's Shadow—Filling the Gap Between Niche and Mainstream with Speed and Diversity as a Growth Strategy Amid Big Players' Specifications Race

Note: the original Japanese article can be found at:
https://www.4gamer.net/games/557/G055725/20251017016/

Editor-in-Chief: Kazuhisa Camera Operator: Wataru Nagayama | 2025/10/20 03:00 (UTC)

I interviewed Arthur, CEO of AYANEO, over a year ago when the company was already well-known for its gaming handhelds. I thought he’d be attending this year’s Tokyo Game Show (TGS), so I suggested meeting up after such a long time—and he readily agreed. However, TGS coincided with a typhoon directly hitting Japan, making it impossible for many people traveling from China to attend.

I assumed it would be too difficult this time around—until Arthur contacted me on the third day of TGS saying, “How about tomorrow?” Somehow, despite everything, he managed to make his way to Makuhari. With no available space or time left at the event since it was the final day, we only had a little over an hour together.

At TGS, AYANEO held its own booth under the “AYANEO brand,” displaying products in abundance—so many people crowded around eager to try them that it became quite striking. Image Gallery No.001 thumbnail / Interview: Shenzhen-based AYANEO repeatedly challenges and expands, filling the gap between niche and mainstream with speed and diversity amid big players’ specs race

HARDWARE Interview

Interview: AYANEO, pioneer of gaming handhelds, CEO speaks on past and future—“Rewriting old products isn’t challenging”

Arthur Zhang, CEO of AYANEO and a true gadget enthusiast who eventually bought the company itself out of passion, is no mere hobbyist. I wanted to hear just a little about his design philosophy and work mindset.

[2024/06/14 07:30]

The core market for AYANEO’s “handheld gaming devices” is, of course, not something only AYANEO can define. Valve’s Steam Deck essentially built the foundation, and now giants like ASUS, MSI, and Lenovo have entered the field. As a company born in Shenzhen, AYANEO has brought an alternative solution to this frontline arena. Before that, there were already some small gaming devices (mostly for emulation purposes), occupying a niche market, while high-spec Windows and Steam-capable devices represented the mainstream—creating a sizable gap between them where AYANEO continuously launched products, doing so with remarkable frequency.

At the heart of it all is CEO Arthur Zhang. Known within communities as “Uncle Tail” (his social media nickname also being “Tail Uncle”), he’s an avid gadget lover with multiple entrepreneurial backgrounds. His hands-on leadership—focusing not only on overall specs and direction but also on tactile feel, design aesthetics, and UI details through the lens of whether he would personally enjoy using it*—is what drives AYANEO’s prolific output and experimental spirit.

AYANEO CEO Arthur Zhang Image Gallery No.002 thumbnail / Interview: Shenzhen-based AYANEO repeatedly challenges and expands, filling the gap between niche and mainstream with speed and diversity amid big players’ specs race

Looking at the overall gaming handheld market, as previously mentioned, Steam Deck alone has sold millions of units and firmly established itself as a de facto standard. While Valve emphasizes balance between price and finish quality, PC makers like ASUS and MSI are countering with performance upgrades and diversification—leading to an ongoing battle. But if this continues relentlessly, prices inevitably rise, becoming a major concern for the entire market. Overemphasis on high-end models risks shrinking the broader market back into niche territory.

That’s likely why AYANEO has launched a new sub-brand, “KONKR” (Konkr), to clearly define itself as offering low-priced options—directly addressing this issue.

The very phrase Arthur used in our last interview—“You can’t call it challenging if you’re just redoing past products”—perfectly encapsulates AYANEO’s essence. The company’s purpose lies not in competing with Steam Deck’s optimal solution, but rather in creating something outside of that established standard. Instead of a mainstream battle, they take diverse approaches—dual screens, retro styling, physical keyboards, detachable controllers—to enrich the concept of mobile gaming. While these challenges might seem excessive or sometimes miss their mark, nothing new can become the next norm unless someone actively flesh it out.

Whether Zhang believes this exactly or not isn’t clear—but hearing just a bit about how AYANEO seeks to find “the next standard” is worth sharing here.

Image Gallery No.003 thumbnail / Interview: Shenzhen-based AYANEO repeatedly challenges and expands, filling the gap between niche and mainstream with speed and diversity amid big players’ specs race

4Gamer:
Sorry for making you squeeze in time like this. It’s already the final day of TGS, and you’ve just arrived.

Zhang:
No, I’m sorry it took so long. My flight got canceled due to the typhoon, and I thought I wouldn’t be able to make it to TGS this year—but somehow, I managed via Miyako Island (laughs).
Luckily, my family was on vacation there too, so we could meet up.

4Gamer:
I figured you’d come through Osaka or something.

Zhang:
Just arrived. After finishing this interview tomorrow, I’ll be returning to Miyako Island again.
Thank you for covering our products in your articles—always appreciated.

4Gamer:
Actually, since we last met, AYANEO has released an insane number of products in just one year! How many projects are actually running simultaneously within the company?

Zhang:
How many… maybe over ten different products?

4Gamer:
More than I imagined.

Zhang:
Since launching our first product back in 2021, we’ve built up a full team and system across software, hardware, development, design, production—everything. We’ve solved various issues along the way, and now the company operates with great efficiency, allowing us to run multiple projects at once.

4Gamer:
Still, the frequency of product releases is extremely high. I’ve bought almost every AYANEO device out there—but honestly, I can’t even remember anymore what I’ve purchased or not (laughs). There are just too many products! And some names sound quite similar to each other.

Is “conquer” the origin behind the name? Image Gallery No.004 thumbnail / Interview: Shenzhen-based AYANEO repeatedly challenges and expands, filling the gap between niche and mainstream with speed and diversity amid big players’ specs race

Zhang:
Sorry about that. Right now, we’re in a transitional phase for the company, adjusting our branding strategy.
For instance, launching our first sub-brand, “KONKR” (Konkr), is part of this shift.

HARDWARE Android

AYANEO’s New Game Console “KONKR Pocket FIT” Now On Sale—High Performance at an Affordable Price

The first product from AYANEO’s newly launched sub-brand, focusing on price-to-performance ratio, “KONKR”, is the “KONKR Pocket FIT”—now available via Indiegogo. It comes in two versions: a standard model with Snapdragon G3 Gen 3 and an Elite version powered by Snapdragon 8 Elite. Currently, a “super-early bird discount” is being offered for one week only.

[2025/09/07 11:59]

4Gamer:
Yes, I know about the sub-brand. But even beyond that, you’re releasing products across so many fronts.

Zhang:
Indeed—there are still more new products coming. We have the dual-screen AYANEO Pocket DS, and our most cost-effective entry-level option: AYANEO Pocket AIR Mini. We also plan to launch mobile and tablet devices soon.
It might be confusing for users, but gradually the brand direction will become clearer.

The AYANEO Pocket AIR Mini, priced around ¥12,000 (roughly equivalent to 10,000 yen) in size and cost Image Gallery No.005 thumbnail / Interview: Shenzhen-based AYANEO repeatedly challenges and expands, filling the gap between niche and mainstream with speed and diversity amid big players’ specs race

4Gamer:
I was going to ask about AYANEO’s key theme for 2025, but it seems there isn’t one yet. Right now you’re just testing many directions and trying to find the company’s new path.

Zhang:
Yes. If I had to pick a single keyword right now, it would be “full coverage.”
Thanks to our current success, AYANEO is already well-established as a brand—positioned somewhat higher in price point. But that also means some users perceive us as expensive.
That’s why this year we launched KONKR to cover the mid-tier market, and products like AIR Mini target around 600 RMB (about ¥12,000). Our goal is to make our experience accessible to every user.

4Gamer:
Ah, I see. Last time you said that “redoing past products isn’t real challenge”—so what would be the most challenging decision you’ve made this year in pursuit of full coverage?

Zhang:
Hmm… I’d say the Pocket DS, which we’re exhibiting at TGS this year, was our biggest challenge. Since there were no reference devices to follow for production, both hardware and software had to start from zero—something different from past projects. Beyond design, we also needed to figure out how to make it interactive.

4Gamer:
I tried it briefly yesterday—it’s actually really good. I like that you can choose various ways to use the top and bottom screens.

Zhang:
Thank you. That’s thanks to our newly developed “AYANEO DS Launcher.”
For example, you can use the main screen alone, or the sub-screen independently, or display different content on each simultaneously. There are also lock functions for each screen—on the sub-screen, you can even run multitasking. You may not have noticed this yet, but shortcut features are also implemented.

4Gamer:
Most dual-screen devices I’ve used feel awkward to operate—but yes, Pocket DS really works well.
Earlier I said I’d bought almost all AYANEO products… actually, I hadn’t ordered the dual-screen model before. Why? Because both hardware and software seemed too challenging for me to trust yet.
But after trying it at the venue yesterday, I was impressed—and immediately placed my order upon returning to the hotel (laughs).

Zhang:
Haha, thank you very much (laughs).

4Gamer:
I could tell from actually using them that both software and hardware are excellent—this isn’t just a device with two screens. From your explanation, it’s clear you put tremendous effort into this.
Now, AYANEO also has FLIP DS and others—does this mean the company is seriously stepping up its game in dual-screen devices? How do you plan to develop unique ways of using such gadgets?

Of course, you can play games while reading 4Gamer too Image Gallery No.006 thumbnail / Interview: Shenzhen-based AYANEO repeatedly challenges and expands, filling the gap between niche and mainstream with speed and diversity amid big players’ specs race

Zhang:
Great question. There are three main points.
First, use cases—these must feel natural to users. We need to meet actual user needs.
For example: playing different games on the top and bottom screens simultaneously; browsing web while gaming; watching a movie while gaming. Meeting these demands is crucial.

4Gamer:
Exactly. Some dual-screen devices force you to consciously manage which screen does what—making them feel awkward, so I lose motivation to use them. They need to be more seamless, fluid and intuitive.

Zhang:
Second, intuitive operation. As you said just now, it shouldn’t require complex setup—you should be able to open the device naturally, and immediately have a ready-to-use dual-screen experience.
This product is based on Android with expanded interface features—something no one else has done before. So user guidance will still be necessary.
And third: building an ecosystem. For example, contacting emulator developers directly, sending them sample devices, and encouraging development tailored for this platform.
That way, when users first get the device, they can naturally and conveniently use dual screens—and with continuous updates, we can keep improving their experience.

4Gamer:
To be blunt, I think the most natural fit would be using DS or 3DS emulators.
But leaving that aside—do you have any plans to design legal dual-screen UI/UX going forward? Will you release official tools or APIs for users?

Zhang:
Yes, we are seriously working on UI/UX improvements.
I’m sorry I couldn’t show it right away today—I just arrived and didn’t get time to set up the device. But for instance, dragging an app from main screen to sub-screen with three fingers—or vice versa—is supported. There’s also a base interaction system and application switching function.
The other is the DS Launcher we mentioned earlier. Currently, most dual-screen UIs behave like tablets. So how do we truly leverage the unique capabilities of two screens? That was difficult—so we developed DS Launcher to support such controls.

Image Gallery No.007 thumbnail / Interview: Shenzhen-based AYANEO repeatedly challenges and expands, filling the gap between niche and mainstream with speed and diversity amid big players’ specs race

4Gamer:
Dual-screen controls are usually complicated and cumbersome—so I really hope you develop a crisp, polished UI.

Zhang:
Yes. When opening one app on the main screen and another on the sub-screen, it’s easy to accidentally close the wrong app and reopen it. But AYANEO solves this with DS Launcher.
On the sub-screen, using card views, users can toggle display on/off, switch to full-screen mode, or swap screens—all with a single button. These are features we’re introducing for the first time at AYANEO—no one else has done them before.

4Gamer:
Your detailed explanation made me even more curious—I’ll ask again: Does AYANEO plan to keep cultivating the dual-screen market going forward?

Zhang:
The Pocket DS is our first Android-based dual-screen device, but it certainly won’t be the last.

4Gamer:
That’s a very roundabout way of saying it (laughs).

Zhang:
Haha (laughs). During development of Pocket DS, we accumulated valuable experience across software and user experience. We’ll keep improving these aspects.
While there are other dual-screen devices on the market, they don’t necessarily offer the same kind of experience as Pocket DS. So based on this device’s success and our learnings, we’ll move forward with developing new ones.

4Gamer:
Dual-screen devices must be tough in terms of power consumption, heat dissipation, physical durability, weight—basically everything is a first-time design challenge.
You’ve explained the software side well too—but given all this investment, I assumed you’d keep going. And indeed, it seems like you will.

Zhang:
It’s just been launched—we’re still in early stages. But we’ll keep improving software and making sure new users don’t find dual-screen usage inconvenient. We’ll keep iterating forward.

4Gamer:
Yet so many products have come out fast—dual-screen Windows, dual-screen Android, tablets too… it almost seems like you’re doing everything at once. But surely there must be things you’ve decided not to do in the past?

The AYANEO Pocket DS (left), an Android dual-screen model; and the AYANEO FLIP 1S DS (right), a Windows dual-screen device Image Gallery No.008 thumbnail / Interview: Shenzhen-based AYANEO repeatedly challenges and expands, filling the gap between niche and mainstream with speed and diversity amid big players’ specs race

Zhang:
Not specific products, but one each for Windows and Android.

4Gamer:
So in other words, only one of each?

Zhang:
Haha, yes (laughs).
When we first launched our Android device, we didn’t have much experience yet. Just before launch, a competitor’s product appeared—its specs were higher than ours, and it was priced lower. Seeing that, we decided to cancel the release mid-process.
It wasn’t a special dual-screen device like Pocket DS—but I now realize we lacked sufficient market understanding at the time. We didn’t have enough development resources either, and that project had taken about a year from concept to actual product. Still, we ultimately scrapped it.

4Gamer:
Last year I mentioned this: I really appreciate how AYANEO devices don’t make that annoying “click-click” sound on buttons—compared to other products. Just remember: not everyone chooses based solely on specs.

Zhang:
Yes, back then we just didn’t understand enough.
That device is still kept in the company as a lesson. Acting without deep industry understanding leads to such results.

4Gamer:
And you also have one Windows device?

Image Gallery No.009 thumbnail / Interview: Shenzhen-based AYANEO repeatedly challenges and expands, filling the gap between niche and mainstream with speed and diversity amid big players’ specs race

Zhang:
Yes. At that time, I was busy and uncertain whether the market would accept it—so we decided not to launch it.
Later, when showing it to industry people, everyone praised it—they said they liked it too—but by then the timing had passed. It’s a bit regrettable.
Of course, I communicate with staff regularly, but since I’m ultimately responsible for product definition and strategy, I make the final call myself on whether or not to release something.
Next time you come to China, I’d love to show you our “unreleased” products (laughs).

4Gamer:
Oh wow—I’d actually like to see those! But if they’re great ones, it might be a bit sad.

Zhang:
Earlier you said the final decision rests with me. When making that conclusion, what matters more: hard data from past evidence or your personal intuition as a gadget enthusiast?

Zhang:
It’s about whether the product will have competitive strength in the market. So it’s neither purely one nor the other—it can be both, but it’s never simple.
After investing so much time, money, and various costs—there’s real pain when you must throw away a finished cake just because no one wants to eat it.

4Gamer:
So then… any products that exceeded expectations? Or conversely, ones that completely missed the mark?

As of October 14th, pre-orders in China have surpassed 11,000 units Image Gallery No.010 thumbnail / Interview: Shenzhen-based AYANEO repeatedly challenges and expands, filling the gap between niche and mainstream with speed and diversity amid big players’ specs race

Zhang:
The one that sold far beyond expectations is the Pocket AIR Mini.
Just after pre-orders opened in China, we already received over 8,000 orders—within just a few days!

4Gamer:
That’s huge for this kind of device.

Zhang:
We priced it quite low (around ¥12,000 at Indiegogo), and we knew the market was big. We also believed our product had competitive strength in that segment. Still, since we’d never released a budget model before, I admit there was some nervousness—was this really going to work?

※ At Indiegogo price; highest tier around ¥12,000

4Gamer:
What about the KONKR Pocket Fit? It’s not exactly “budget” but still—I ordered one and found it very well-balanced in feel.

Zhang:
Yes, KONKR Pocket Fit is great too. We just started shipping yesterday. Both of these have sold beyond expectations—clearly showing users prefer good value for money.

4Gamer:
Any product that didn’t do well?

Zhang:
The AYANEO FLIP KB—it didn’t meet our expectations. It was one we invested heavily in and had high hopes for, but sales performance actually fell short of the FLIP DS (see footnote). I think it’s because other brands released similar products around the same time.

※ In July 2025, both the AYANEO FLIP 1S DS (left) and AYANEO FLIP 1S KB (right) were introduced. Both are clamshell-style devices—DS features a 7-inch and 4.5-inch dual screen; KB has a backlit physical keyboard on its lower half. (Related article) Image Gallery No.011 thumbnail / Interview: Shenzhen-based AYANEO repeatedly challenges and expands, filling the gap between niche and mainstream with speed and diversity amid big players’ specs race

4Gamer:
Right, they were practically launched at the same time.

Zhang:
Worse still—there was a mismatch in product positioning… or maybe just misaligned demand.
For example, other brands emphasized its lightness—but we focused on the FLIP KB’s strong specs (30W TDP). Of course, better performance means slightly heavier weight—and that likely didn’t win over users as expected. This failure experience will definitely inform our next development.

4Gamer:
Among all these varied products you release, are there any noticeable characteristics of Japanese users?

Zhang:
Not really… but I’d say AYANEO Pocket S and AYANEO AIR stand out as representative examples. I think Japanese users tend to prefer lightweight, compact devices. Whether this is correct or not isn’t certain—but sales data suggest that’s the case.

4Gamer:
Maybe because they’re usually carried in bags and used during train rides or short breaks—so smaller and lighter is always better.

Zhang:
Exactly—we want to keep developing such products.

4Gamer:
I personally use mine mostly at home, so I don’t mind it being a bit larger or heavier—as long as it’s high-performance. Could this be leading toward more of a polarization?

Zhang:
I think users love innovation and elegance—so size doesn’t matter much to them. As long as the product is groundbreaking and elegant, that’s fine with me.
So when creating new products, I start with one central idea—and only begin once I assess whether it can be realized. That’s why some are small and light like Pocket AIR, while others—like Pocket EVO—are huge and heavy.

4Gamer:
Ah yes… you’re definitely that kind of person.

Zhang:
Speaking of which—I just remembered something to share. It’s a brand-new piece of information I haven’t announced anywhere yet: We plan to launch a large handheld tablet, the “AI Max+ 395,” around October after China’s National Day holiday.

4Gamer:
(Holding up photo) Oh wow—it’s Windows-based. Simple and stylish! What screen size is it?

Zhang:
Still under wraps—but it will be quite heavy, as expected from its name. It uses the Ryzen AI Max+ CPU and packs a very large battery. We’re planning to announce it sometime after National Day.

4Gamer:
I’m really looking forward to seeing a tablet with that CPU—it’ll be exciting.
Anyway, I’d love to see one in person too—I should probably head back to the venue soon. But before we wrap up—can you promise users anything about what’s coming next?

Image Gallery No.012 thumbnail / Interview: Shenzhen-based AYANEO repeatedly challenges and expands, filling the gap between niche and mainstream with speed and diversity amid big players’ specs race

Zhang:
Nowadays, many brands are releasing various handheld devices—but none truly meet all users’ needs. That’s where AYANEO comes in: identifying real user demands and fulfilling them.
As our motto says: “Real Gamers Know Gamers.” We’ll keep digging deep into genuine gamers’ needs and continue delivering on them.

4Gamer:
Thank you so much!
Seriously—please hurry back to the venue! You might still have time to see something?

Zhang:
Let’s meet again during our next new product interview!

—— Recorded on September 29, 2025

Addendum:
AYANEO has only been around for four years but is releasing products at such a rapid pace that recalling every past model is nearly impossible. In light of this, I’ve compiled AYANEO’s timeline:

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