Watch out Microsoft and Sony, one of China's biggest games companies will launch its first console in Europe in early 2016.
Snail Games is China's fifth largest mobile phone service provider and the firm behind hit MMO Age of Wushu, which attracts over 5.5m monthly players.
Now, the company is preparing to launch its high-powered Android console, the OBox, which it unveiled to the world at CES last month.
We're trying to push the technology again in a way that it's not being pushed,” said Dan Doughty, director for business development at Snail Games USA.
Video games used to be synonymous with pushing the leading edge of technology – that's really fallen by the wayside.
Now PCs are pushing the video gaming environment because the consoles don't do it, and mobile devices aren't capable of doing it.”
He added: The Xbox One and PS4 are already two generations behind in processing data and video. They will four or five generations behind by their end-of-life.
That's not acceptable in a technology-driven world.”
Doughty says that it will be a ‘year or two' before games such as Call of Duty will be on these Android systems, and adds that the OBox offers more than its ‘limited' rivals such as Ouya, as it allows gamers to swap out components like a PC and even supports 4K video.
Snail Games is also preparing a portable games machine and mobile phone hybrid called W3D, which works as a second controller for the console.
Doughty, a business development veteran who has held senior roles at various retail, technology and video game companies, told MCV the device will launch in the UK in early 2016 with a price to be determined.