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During a week where the big and flashy have taken centre stage at the annual E3 video game conference, one company is showcasing an inexpensive, portable and pocket sized gaming console.
The GEMBOX is geared towards first time gamers with a smaller budget.
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EMTEC is hoping its GEMBOX gaming console will attract a consumer with retro games and others that can easily downloaded onto the device, many of them for free.
And at a cost of just $99 US, the company is targeting first-time gamers looking to get in on the action without busting their budget.
"You can play Android games downloaded directly from Google Play, you can stream games from the GameFly streaming service, you can use a number of retro emulators to play your retro gaming and also you can link to your PC," says EMTEC's David Walker.
Because of its size, the GEMBOX is being marketed a portable console that can easily be taken on holidays.
"It's very difficult to unplug a PlayStation 4, take it away on holiday. Something like this, the GEMBOX, unplug it from your TV, really simple to do, put it in your bag, take it on holiday, reconnect it to the TV in the hotel all done within two minutes. Plug and play," says Walker.
"So what makes it different, GEMBOX is aimed at the mass market, aimed at the family and it's a family-friendly price," he added. "So if you can't afford to invest the money in a brand new PlayStation 4 and then buy games every month, buy this at a really competitive price. It gives you access to your first introduction to gaming."
The Gembox looks like a decent console for people who want to play cheaper games, and also want online gaming features.