Yamaha’s Gamers Plan

The new year isn’t even here yet, but already the folks at Buena Park-based Yamaha Corp. of America are thinking about what people will want to do with the computers they receive as holiday gifts.

Yamaha hopes they’ll play games. Really loud games.

Yamaha, which is trying to make a name for itself in the computer speakers market, hopes people will want to upgrade their computers’ generally substandard speakers. In April, the company will introduce a computer speaker with 80 watts, compared to the 10 watts found in speakers of most standard computer figurations.

The company this month will announce promotions that may include rebates to get people to make the upgrade. In October, the company began a promotion with Best Buy where a person buying Yamaha computer speakers can choose a free computer game from three selections.

Unlike most computer peripheral makers, Yamaha is not trying to become a major supplier to computer manufacturers such as Compaq, Dell and IBM, because that market tends to be for low-margin products. Instead, the company is trying to sell through retailers such as Best Buy and Fry’s Electronics.

Recognizing that computer users most likely would want a sound upgrade for games, not music, the company is trying to craft an advertising campaign that appeals to the new market without alienating its traditional base of customers.

“As we come out with next-generation products, we’re considering changing the packaging to say to gamers, ‘Hey, this is for you,’ ” said Henio Arcangeli Jr., vice president and general manager of the consumer products division.

Jonathan Gaw covers technology and electronic commerce for The Times. He can be reached at (714) 966-7818 and at [email protected].