Chinese manufacturer ZTE has announced that it'll be launching an advanced gaming smartphone next week. Is this exciting news for smartphone gamers, or just a bit of attention-seeking spin ahead of a regular product launch?
Over the past 12 months, ZTE has been striving to establish itself as a respected smartphone brand in its own right. Previously the faceless creator of a whole host of solid operator-branded handsets like the Orange Monte Carlo, it now wants a place at the table alongside Samsung, HTC and Sony.
Of course, if you want to mix it with those giants you have to do more than create decent low-end smartphones. In a sure sign that it's gunning for the top, ZTE Tweeted yesterday that its next device would be a gaming powerhouse.
"The countdown has begun!" it reads, "6 days left until you can have one of the MOST ADVANCED GAMING SMARTPHONES in your hands!"
That's quite a claim, but what does it mean? Is ZTE insinuating that it's creating a gaming-focused handset like the Sony Ericsson Xperia Play, or the Nokia N-Gage before it? Both handsets featured dedicated gaming controls and a purpose-built (or at least purpose-adapted) library of games.
Of course, neither handset had a great deal of success - either critically or commercially - so we'd suggest they're not the best examples to follow.
No, we reckon this is probably just an attention-grabbing way of saying that ZTE's next smartphone will be very powerful indeed. Expect a quad-core processor and a decent-sized HD screen in line with the aforementioned companies' latest efforts.
In fact, we think that this mystery gaming maestro may already have been revealed by the company. Back at this February's MWC 2012, ZTE revealed the ZTE Era.
This flagship device would have a quad-core Tegra 3 CPU, a 4.3-inch qHD display and would run on Android Ice Cream Sandwich. Guess what? We haven't heard a peep on the Era since.
What are the chances we'll be seeing the ZTE Era - sans dedicated gaming controls - officially launched next week?