HP unveils "Blackbird" high-end gaming PC

By Scott Hillis

SAN FRANCISCO (Reuters) - Hewlett-Packard Co (HPQ.N: Quote, Profile, Research, Stock Buzz) on Wednesday launched a line of powerful new computers aimed squarely at gamers, in the company's latest step to court a small-but-influential audience.

The HP Blackbird machine is the result of combining the company's legendary engineering expertise with the performance know-how of VoodooPC, a specialty gaming operation HP bought almost a year ago.

Named for its angular black aluminum case, the Blackbird carries the HP brand and fills a niche above its regular consumer-oriented products but below its ultra-high-end Voodoo line, which has been kept as a separate brand.

"We see the gaming market gaining significantly. We think there is significant opportunity in the market," said Philip McKinney, general manager of HP's gaming unit. "There are a lot of Ferrari fans, but not many people can afford a Ferrari."

HP on Wednesday also updated its iPaq handheld devices for corporate technology managers and unveiled new business and consumer computers and televisions ahead of the holiday season.

The lineup includes the Blackbird, wide-screen TVs, a home entertainment hub and new notebook and desktop computers.

Gaming PCs still account for only a small portion of HP's roughly $100 billion in annual revenue, but the company hopes Voodoo will help spice up its brand and image, stoking sales of its core products.

The Voodoo branding strategy echoes that of rival Dell Inc (DELL.O: Quote, Profile, Research, Stock Buzz), which bought performance PC maker Alienware last year and also sells gaming computers under its own XPS label.