MSI to raise gaming product prices 15–30% and invest in AI servers

MSI plans to increase the prices of its gaming products by 15–30%. Huang Jinqing, the company's general manager, said: "This year is the most challenging year since the company was founded."

The company intends to stock more expensive gear and lift prices at the low end to push buyers toward higher-margin products, aiming to sell fewer units but improve margins. The report notes potential fears that rising costs could prompt consumers to buy PCs sooner to avoid higher prices.

Asus has taken a similar tack, emphasising high-end products and margins over budget models; Asus CFO Nick Wu said leveraging "high-end brand value and high-end product mix" will help the company weather the memory crisis.

Both MSI and Asus see AI as a way to recoup costs. MSI plans to invest more in AI servers even as AI has contributed to the current memory supply and price instability.

msi, gaming products, price hike, 15–30%, huang jinqing, higher-margin, ai servers, memory crisis, asus, nick wu