In context: AMD has firmly established itself as the leading CPU maker in the handheld gaming PC market, powering popular devices like the Steam Deck, Asus ROG Ally X, and Lenovo Legion Go. At CES 2025, AMD further strengthened its position by unveiling new chips specifically designed for next-gen handheld gaming PCs, including the Z2, Z2 Go, and Z2 Extreme chipsets. Now, Intel is making strategic moves to challenge this dominance. Robert Hallock, Intel VP and GM of client AI and technical marketing, recently revealed the company's renewed focus on the handheld gaming PC market in an exclusive interview with Laptop Magazine. "Intel is beefing up its staff to support gaming ISVs who want to do handhelds," the executive said.This support extends beyond just providing hardware; Intel is implementing internal programs to help manufacturers optimize performance for handheld devices. The company has also assembled a team of handheld specialists to provide additional support for engineers and software developers.A key aspect of Intel's strategy involves giving game developers early access to handheld gaming hardware. Since many developers typically focus on desktop environments, Intel aims to broaden their perspective.A lot of game devs tend just to target what they have on their desks or in their QA labs, Hallock noted. To address this, Intel plans to supply developers with prototype devices and development kits leading into the launch of Panther Lake.Also see: The History of Handheld Gaming PCsAt CES, Intel showcased a range of upcoming products featuring its chipsets, including the MSI Claw 8 AI+ and Tencent Sunday Dragon 3D handhelds. However, Hallock noted that some unidentified devices on display were powered by Intel's latest Arrow Lake-H SoC.Hallock pointed out that Arrow Lake-H offers graphics performance comparable to Lunar Lake and that some of these handhelds now operate at up to 30 watts. He also emphasized that Arrow Lake is well-suited to the gaming handheld form factor. // Related StoriesIntel's roadmap extends beyond Arrow Lake and Lunar Lake, as the company is already preparing for its next-generation mobile chips, codenamed Panther Lake. Unlike Lunar Lake, which features on-package memory, Panther Lake will allow for greater customization.That feature is welcomed by handheld vendors as they are able to customize the memory they put in the platform, Hallock said. At the same time, he added, Intel offers other technologies that can compensate for the removal of the memory on package, which saves power.As part of Intel's push into the handheld gaming market, it is actively seeking partnerships with game developers to optimize software for handheld devices. Hallock extended an open invitation: "If there's a game developer out there who happens upon this article eventually and you've been thinking about handhelds, give us an e-mail. We would love to work with you and help you optimize your software for handheld devices."