Gigabyte CEO Eddie Lin Talks Motherboard Pricing, Handheld Plans, and Future Innovations at CES 2026

January 15, 2026 – At CES 2026, Gigabyte CEO Eddie Lin sat down with PCWorld for an insightful interview, covering the company's market strategy, product innovations, and future plans. From addressing motherboard pricing concerns to teasing potential entry into the handheld gaming market, Lin provided a glimpse into Gigabyte's vision for 2026 and beyond. Drawing from the interview and recent industry trends, here's a deep dive into the key takeaways, bolstered by analysis of Gigabyte's competitive positioning.

"We want to focus on how to make it stand out... Building a handheld is not the biggest challenge anymore, especially since many manufacturers in China already have the experience and supply chains."
– Eddie Lin on Gigabyte's handheld gaming plans

Gigabyte's Market Position: Building a Gaming Ecosystem

Lin emphasized Gigabyte's strong foothold in the gaming sector, aiming for leadership in gaming motherboards through superior memory overclocking capabilities. The company ranks in the top three for graphics cards and is aggressively expanding its gaming laptop lineup. This holistic approach seeks to create a seamless ecosystem for PC gamers, integrating motherboards, GPUs, laptops, and peripherals under the AORUS brand. Recent CES showcases, like the AORUS GeForce RTX 5090 Infinity 32G, underscore this with advanced cooling and AI-enhanced features.

Innovations and Pricing Strategies for 2026

For the coming year, Gigabyte is doubling down on AI integrations to elevate gaming experiences, such as AI-driven performance optimization and adaptive graphics. Lin highlighted the impact of rising memory costs (e.g., DDR5 prices up 15-20% in 2025 due to supply chain issues), committing to affordable solutions. Advice for gamers includes balancing components for optimal value—pairing high-end CPUs with mid-range boards to avoid bottlenecks while keeping costs in check.

Motherboard Pricing and Design Innovations

Addressing community gripes about premium pricing, Lin pointed out Gigabyte's broad portfolio, ranging from budget options at $40 to high-end models at $1,000. This ensures accessibility across budgets, with entry-level boards for casual builds and flagships for enthusiasts. Innovations like backside connector designs (e.g., Project Stealth series) promote cleaner cable management and aesthetics, while the Aerowood series introduces unique wood accents for a premium, customizable look. Analysis: In a market dominated by ASUS and MSI, Gigabyte's focus on value and visuals could capture more mid-tier share, especially amid economic pressures.

OLED Monitors: Pushing Display Boundaries

Lin praised OLED technology for its unmatched contrast, sharpness, and potential for ultra-thin, transparent panels in the future. Compared to IPS, OLED offers deeper blacks and faster response times, ideal for gaming. Gigabyte's latest AORUS OLED lineup, showcased at CES, includes models with 4K 240Hz refresh rates. Context: With competitors like Samsung and LG advancing QD-OLED, Gigabyte's emphasis on affordability could democratize high-end displays, though burn-in risks remain a concern.

eGPUs: Bridging Notebook and Desktop Performance

eGPUs are positioned as a game-changer for laptops, allowing users to plug into wall power for unlimited performance boosts. This enables a single device for productivity and intense gaming, bypassing laptop thermal limits. Gigabyte's AORUS eGPU solutions, compatible with Thunderbolt 5, support up to RTX 5090 cards. Analysis: In an era of hybrid work, this appeals to professionals needing portability without sacrificing power, potentially boosting Gigabyte's laptop sales amid rising demand for versatile hardware.

Handheld Gaming: Differentiation Over Imitation

• Gigabyte is exploring entry but prioritizes uniqueness to avoid a "me-too" product.
• Lin noted ease of manufacturing via Chinese supply chains but stressed standing out in a crowded market (e.g., Steam Deck, ROG Ally, Legion Go).
• Potential differentiators: AI features, modular designs, or integration with AORUS ecosystem.

Forum discussions on TechPowerUp echo excitement but skepticism, with users suggesting Gigabyte leverage its GPU expertise for superior graphics. The market is saturated, with MSI's upcoming OLED handheld adding pressure—Gigabyte's cautious approach could lead to a breakout hit if executed well.

Analysis: Gigabyte's Path Forward in a Competitive Landscape

Gigabyte's strategy balances innovation with accessibility, countering inflation and supply issues. AI integrations align with industry trends (e.g., NVIDIA's DLSS 4), while handheld hesitation reflects lessons from failures like the AYA Neo flops. Strengths: Strong ecosystem and R&D; Challenges: Differentiating in handhelds amid giants like Valve. Overall, 2026 looks promising, with CES reveals signaling aggressive growth—expect sales boosts in laptops and monitors.

Final Thoughts

Lin's interview highlights Gigabyte's user-centric focus. As the market evolves, watch for AORUS handhelds that could redefine portables. What features would you want in a Gigabyte handheld? Share below!