(Yicai Global) April 28 -- Xiaomi's sub-brand Redmi has unveiled its first gaming phone, the Redmi K40 Game Enhanced Edition, to meet its core users' demand, according to the brand head.

Redmi has noticed that the brand’s core users are mostly in their 20s and spend much time playing mobile games, Lu Weibing, general manager of Redmi, said to Yicai Global. 

The handset, which was launched yesterday, is competitively priced. Prices for the phone, which features a flexible organic light-emitting diode display and pop-up shoulder buttons, go up from CNY1,999 (USD308).

Chinese phone and computer makers, including AsusTeK Computer, Lenovo Group, and Vivo Communication Technology, have released their own gaming smartphones priced above CNY2,500 or even more than CNY4,000.

Xiaomi has a huge user base while its gaming handsets should have a higher profit margin than its traditional phones, Lin Zhi, chief analyst at Wit Display, told Yicai Global.

Mobile phones are a mature industry, and Redmi will continue its efforts in vertical markets to attract new users, as well as strive to meet the demand of its existing users, Lu added.

Editor: Emmi Laine, Xiao Yi