ZTE's Innovative Leap into Gaming Smartphones for Global Youth Markets

ZTE's Strategic Shift toward Youth-Oriented Gaming Smartphones

On October 6, ZTE Corporation (0763.HK / 000063.SZ) unveiled a bold expansion strategy at the ZTE Devices User Congress held in Milan. The event, themed "Unlock Thrills, Define Style," highlighted the company's dual-pillar approach that emphasizes gaming smartphones and a user-centric Full-Scenario AI Ecosystem. This pivotal moment marks a significant step for ZTE as it aims to capture the youth market with innovative product offerings and integrated solutions.

Embracing the Youth Lifestyle

ZTE has set its sights on understanding and catering to the lifestyles of younger consumers. Ni Fei, Senior Vice President of ZTE and President of ZTE Mobile Devices, stated, "Our mission is to be the tech brand that best understands the lifestyles of youth by delivering diverse products that meet their needs and express their identity." This commitment is illustrated by the impressive revenue growth ZTE has observed; smartphone sales surged by over 30% in the first half of 2025, with the nubia Neo series posting incredible growth of over 300%.

Launch of the nubia Neo 3 Series

At the congress, ZTE showcased its new nubia Neo 3 series, which includes gaming-centric features tailored to enhance the user experience. The nubia Neo 3 is not just a smartphone; it is a gaming powerhouse equipped with professional-grade capabilities such as Dual Gaming Shoulder Triggers, AI Game Space 3.0, a 120Hz display, and advanced cooling systems. These features make it ideal for intensive gaming sessions, something today’s youth increasingly demand.

In an exciting collaboration with Garena Free Fire, ZTE introduced the nubia Neo 3 GT 5G Limited Edition, themed around the popular gaming character Kapella. This special edition showcases deep integration with the game, appealing to both fanatics and casual gamers alike. A unique aspect of this release is the inclusion of Demi, an AI Virtual Companion designed to enhance the gaming experience by offering game guides and in-game communication features.

The nubia Neo 3 series is set to launch in Southeast Asia starting this October, with prices beginning at $249.

Redefining the Air-style

Looking beyond gaming, ZTE continues to innovate with its nubia Air model. This flagship smartphone redefines the slim segment, boasting remarkable features such as a massive battery, stunning display brightness of 4500 nits, and top-level waterproofing capabilities. The nubia Air emphasizes the brand's commitment to versatility and style and is priced starting from $279, having been rolled out globally in September.

Advancing the Full-Scenario AI Ecosystem

ZTE is committed to enhancing user experiences with innovative on-device AI applications. Their AI Pet Mochi represents a novel entry into the emotional-AI consumer electronics market, aiming to foster a deeper bond between technology and users. Mochi is designed to respond to users' emotions through movements and sounds, reflecting ZTE's vision for personalized AI technology in everyday life.

Connectivity Leadership

As a leader in connectivity, ZTE holds the title of having the highest market share in 5G FWA MBB for four consecutive years. Its latest advancements, including AI-powered 5G-A flagship products and cutting-edge Wi-Fi 7 technologies, continue to enhance ZTE's role in creating a more connected world.

Through innovative gaming smartphones and a robust AI ecosystem, ZTE is positioned to redefine youth engagement in technology markets. With a focus on empowering gamers and integrating emotional intelligence into devices, ZTE is not just expanding its product line; it is shaping the future of technology for younger generations.

In conclusion, ZTE is making significant strides in understanding the dynamic and diverse lifestyle needs of young consumers. By tapping into the gaming culture and driving forward an intuitive AI experience, the brand is charting a new course for its global expansion and long-term sustainability in the competitive smartphone landscape.