LOQ, pronounced “lock,” is a weird name, yes, but it’s the name of a new brand in the world of PC gaming from Lenovo. You might wonder — don’t we already have Legion? Lenovo’s Legion brand has made a name for itself over a number of years, especially in the world of gaming laptops.

And that’s where LOQ is looking to make an impact as well. Lenovo is announcing a number of new gaming laptops — the LOQ 15, 15i, 16, and 16i — and the prices are aimed at a much more affordable demographic. These start at just $900, which puts them in competition with just a handful of new gaming laptops from budget brands like Asus’ TUF, Acer’s Nitro, Dell’s G-series, HP’s Victus, and MSI’s new Cyborg brand.

So, obviously, the idea of having an affordable subbrand for entry-level gaming laptops is hardly a new idea. But Lenovo is hoping its aggressive pricing and pedigree with gamers will make LOQ stand out.

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