Brand Stories
Embarking on A Journey Through Time
The story began in 1986, the year MSI was born. Founded on a bedrock of technical prowess, MSI initially focused on crafting top-notch motherboards and graphics cards. As the years unfolded, MSI saw the computer industry’s boundless potential and decided to broaden its horizons, venturing not just into motherboards but also into systems and laptops.
In 2004, MSI unveiled its inaugural laptop, the M510C (project code MS-1003), designed with high-performance users in mind right from the start. Quality has always been the guiding principle. From conceptualization and development to hardware and software design and even manufacturing, MSI insisted on an in-house approach, ensuring every step of the process meets the exacting standards. With its own factories, MSI was capable of producing over 300,000 laptops monthly.
Quality comes first! MSI insists on maintaining full control throughout the process, without relying on third parties.
Benefiting from its own state-of-the-art factories,MSI enjoys the advantage of meticulous quality control,such as extended durability testing.
It allows MSI toswiftly respond to consumer needs and transform innovative ideas into tangible product features,a crucial element for its continued success.
Global Attention, Emerging Brilliance
Wind U100Launch of the world's first 10-inch mini-laptop -Wind U100.
GX600Introducing the GX600, the world's first overclocking laptop exclusively for gamers
The robust technical prowess quickly manifested in high-end products. In 2007, MSI introducedthe world's first overclockable gaming laptop, the GX600,explicitly designed for esports players, capturing immediate global attention. This milestone broke the notion that only desktops could be overclocked and marked the beginning of MSI's determination to develop gaming laptops.
In 2008, the trend of netbooks (mini-laptops) swept the globe.MSI launched the world's first 10-inch mini laptop, the Wind U100.It was similar in size to the mainstream 7-inch netbooks but featured a screen that was over 40% larger, making it more convenient to use.
The Wind series gained widespread popularity, with many key retail channels actively reaching out to MSI, and this expansion broadened MSI's market presence and gained wide recognition.With the success of the netbook series, MSI reaped the rewards of its efforts and innovations. These efforts and successful innovations earned MSI recognition in the laptop field, marking the initial success of its diversified development in the computer industry.
Establishing a Path of Transformation for the New Generation
In 2009, MSI faced a significant challenge. At that time, MSI recognized the growing demand for portability and lightweight devices, foreseeing the emergence of a new trend for ultrathin laptops. Collaborating closely with Intel,MSI created the market's thinnest and lightest laptop, the X340.
Unfortunately, the rapid rise of tablets and touchscreen smartphones at that time swiftly altered consumer habits.
Although the direction of ultra-thin laptops was correct, they did not gain consumer favor at that time.
Coupled with the surge of the financial crisis, the market faced intense price competition, leading MSI into hardship. Faced with these formidable challenges, the only path to avoid failure was to seek new directions. MSI refused to give up, instead turning to explore new target markets, determined to break free from the impasse.
Back in the day, the head of the laptop division found himself at a gathering where his friends were completely immersed in the world of Warcraft. Their excitement was palpable as they cheered, shouted, and created an electrifying atmosphere. Intrigued by their passion, he lingered nearby, observing the fervor for quite some time.
As he watched, he couldn't help but notice a recurring issue: despite their computers boasting dedicated graphics cards and roaring fans, the gameplay often stuttered and lagged. It was then that inspiration struck him like a bolt of lightning: "Why not tailor-make laptops specifically for these avid gamers?"
With that idea firmly in mind, MSI made a bold decision to shift gears and focus on crafting products that delivered“exceptional value”to users.
In 2010, MSI fully embraced this vision and committed wholeheartedly towards the development of high-end gaming laptops. MSI forever alters the landscape of gaming technology.
In 2010, MSI committed wholeheartedly to the development of high-end gaming laptops. This approach places emphasis on providing “value” over price competition.
However, this was uncharted territory, and the challenges were immense from the start. At that time, when it came to gaming PCs, it referred only to desktops, and the concept of gaming laptops did not even exist, let alone such a market. No one believed that a small laptop could meet the performance demands of gaming. Even many MSI employees and long-term sales partners were skeptical. Everything required a complete paradigm shift.
"To create products, you must be a player yourself; only then will you understand the players' needs," Marc Chen.
"MSI gaming laptops are born for gaming, aiming to help players achieve victory!" Holding this belief, MSI rallied many gamers and esports athletes to join the team, from product development to sales and marketing.
MSI believed that only by understanding the players’ needs could they design great products.
At that time, Marc Chen was in charge of the laptop development. He was already well-known in the "StarCraft" gaming community as a player and amateur competitor. Marc brought together prominent figures from the gaming world, including SoBaD, a renowned StarCraft champion in Taiwan who was also a gaming streamer; Joeman, a former athlete and prominent esports event host and streamer; and Monkey, an editor-in-chief at an esports media outlet with extensive insights into the gaming scene.
The development team comprised esports professionals, streamers, commentators, and editors, all experts in various aspects of gaming.
With no precedents for gaming laptops in the market, everything had to be figured out from scratch.
"The biggest challenge was creating something that had never been done before, from scratch. With no precedent to follow, we had no idea where to start,"remarked Eric Kuo, the mastermind behind MSI's laptop business.
MSI began to observe what gaming truly entailed and what functionalities might be needed.
MSI absorbed a lot of feedback from professional players, integrating various new applications into their laptops.
Beyond just performance, MSI enriched every aspect of gaming laptops, from sound and visuals to controls and networking, all aimed at enhancing the gaming experience to the utmost luxury.
For instance, in 2010, MSI collaborated with renowned gaming keyboard manufacturer SteelSeries to satisfy gamers' desire for tactile feedback.
This collaboration was born out of mutual respect among gamers. In 2010, during the CES consumer electronics show in the US, Marc noticed a popular CS:GO gaming event featuring the world champion team, FNATIC, inviting attendees to compete. As a former amateur gaming champion, Marc eagerly joined the queue to participate.
While waiting, he struck up a conversation with the player ahead of him, only to discover that he was the Chief Marketing Officer of SteelSeries. The two gamers bonded over shared interests and exchanged many creative ideas for laptops, leading to a long-term partnership between SteelSeries and MSI.
Quality First, Users Always!
Then, in 2011, MSI partnered with Killer, a renowned network card manufacturer in the gaming world, to integrate gaming-exclusive network cards into laptops, minimizing network latency (ping) during games. With a lower ping, when engaged in intense gameplay, the network signal could reach the game server faster than the opponent's, allowing players to gain a competitive edge.
At that time, most laptop brands used standard network cards, while Killer's network cards were priced a staggering 16 times higher! In the low-margin PC industry, where cost was a daily concern, the decision to adoptKiller's expensive network cards overturned industry norms.
However, MSI spared no expense and took the lead in partnering with Killer, making MSI laptops the gamers’ dream weapons. Eventually, Killer network cards became the standard equipment for high-end gaming laptops in the industry.
“Anticipate the users' needs, and create what they crave!”
"Knowing players' needs first, then creating the products they want." This approach changed the concept of research and development. Previously, brands would piece together new models after upstream manufacturers launched new components. Now MSI is led with concepts, planning the desired features upfront, then seeking manufacturers to invest in developing the required components or production processes.
By understanding players' needs and with innovative thinking and effort,
MSI laptops introduced many exclusive features and groundbreaking innovations, setting them apart from other brands.
Through these efforts, MSI defined "gaming laptops."
Players began to realize that MSI gaming laptops not only offered ultra-high performance comparable to desktops but also enriched gaming experiences in all aspects. It provided a full sense of “value” and a luxury experience!
MSI also provided more stages for gamers. MSI held numerous fan events worldwide, reaching every corner. Starting from 2010, MSI initiated the annual global esports tournament, Beat IT!, which later evolved into MGA (MSI Gaming Arena), becoming a significant annual esports event.
Through a series of strong collaborations, MSI successfully won gamers’ acclaim and opened a new era.
By 2015, MSI had achieved the world's top market share in the gaming laptop market!
Leading into Another Two Decades
After sparking a frenzy in the gaming world, MSI remained vigilant and aimed for higher goals.
To better understand their users, MSI actively surveyed laptop buyers and discovered thatmany users valued MSI laptops for their performance and quality, not just for gaming.They were often creators and professionals seeking a laptop capable of handling complex tasks without compromising performance over extended periods. They also required excellent graphics and audio performance to meet professional demands.
MSI's gaming laptops were popular among young users. As they transition from campus to career advancement,they seek laptops suitable for both work and daily use.
With this new audience in mind, during discussions with Intel and upstream manufacturers, Eric Kuo came up with a bold idea. He proposed that MSI create a series of high-end laptops tailored specifically for creators, professionals, and individuals who require a reliable laptop for everyday work.
This proposal led to the launch of the Creator Series and the Business & Productivity Series laptops starting in 2018, marking the beginning of a new chapter.
For creators, MSI offered features like True Pixel screen technology, which ensures highly accurate image reproduction and allows creativity to flourish on high-quality screens.
On the other hand, the introduction of the Business & Productivity Series laptops provides users with enhanced performance while multitasking, improved efficiency, and an array of advanced security options.
MSI laptops constantly win significant awards. Taking 2023 as an example, MSI won numerous awards, such as PCMag's Annual Best Laptop Brand, PC DIY's Annual Best Brand, Red Dot Design Award, iF Design Award, CES Best Creator Laptop, European Hardware Awards' Best Gaming Laptop, and the list goes on and on.
Looking into the next generation, MSI's blueprint has three important pillars:Luxurious Aesthetics, Ultimate Performance, and Innovative Technology.
Luxurious Aestheticsis MSI's commitment to providing high-quality products with exceptional functionality and elegant designs. MSI believes that products should not only be functional but also represent a high pursuit of product appearance and aesthetics.
MSI has collaborated with design master Hiroshi Fujiwara and top racing brand Mercedes-AMG Motorsport to integrate their elements of trendiness and luxury into laptop designs. This has resulted in the creation of unique and fashionable laptops that break traditional boundaries and add a new level of style to the world of laptops.
At the same time, aesthetics also encompass the user experience of the product.
For example, the CLAW handheld gaming console, after tens of thousands of simulations and trials, was created to provide the most comfortable ergonomic grip. It also uses the highest-grade joysticks, ensuring comfort and pleasure for players during long hours of use.
“We target the aspects where similar products fall short and continuously tweak every design detail. The MSI Claw – our first gaming handheld console will redefine the standards for such devices,”
- Eric Kuo, Executive Vice President & NB BU GM -
Ultimate Performance
is MSI's highest pursuit of product excellence. One example is the Titan series, representing the pinnacle in gaming laptops, with the world's most powerful performance and setting the industry benchmark.
Innovative Technology
is a consistent tradition at MSI. MSI is committed to integrating the most advanced technology into its laptop products and constantly exploring new possibilities.
A great example is the integration of AI + PC. MSI has developed features like MSI AI Engine and MSI AI Artist, combining AI technology with hardware and software to optimize efficiency. The latest MSI laptops are designed to leverage cutting-edge AI models, enabling users to maximize their work performance in ways that standard laptops cannot achieve.
"MSI is ready to lead the era of AI intelligence. We're thrilled to see users explore the endless possibilities with MSI’s AI-Ready laptops."
we will continue to provide the best products for elite users.