Nubia is no longer relying on camera appeal alone in Indonesia. The company has steadily moved gaming to the center of its strategy, using it as the new engine for growth in a market that keeps demanding sharper differentiation.
That shift matters because Nubia now covers a wider spectrum of users, from entry-level buyers to premium-segment consumers. The result is a portfolio that is no longer defined by one identity, but by several product lines aimed at different habits and budgets.
A broader play beyond photography
Nubia first entered Indonesia in April 2017 through PT Nubia Technology Indonesia. At launch, it introduced the Nubia M2, Nubia M2 Lite, and Nubia N1 Lite, with mobile photography positioned as the company’s main identity.
The Nubia M2 series highlighted NeoVision camera technology as one of its biggest strengths in the mid-range segment. Premium design and multimedia features also helped shape the brand’s early appeal among Indonesian buyers.
Gaming becomes the main growth story
By 2024, Nubia had clearly widened its focus from photography to gaming and digital lifestyle experiences. The change became more visible with the launch of the Nubia Neo 2 5G in June 2024 and the introduction of the “Be Yourself” brand campaign.
ZTE said the new direction was designed to reach younger consumers. That audience is seen as active in gaming, photography, music, and digital creativity, making it a natural fit for Nubia’s refreshed positioning.
The Nubia Neo line has since become the most visible part of the company’s gaming push in Indonesia. It targets younger users who want a gaming experience at a relatively affordable price.
Why Nubia Neo 2 5G stood out
The Nubia Neo 2 5G arrived with Dual Gaming Shoulder Triggers, which work like extra buttons on a console controller. At the time of launch, that feature helped the phone stand out in the Rp2 million range.
Its hardware package also included a 6.72-inch FHD+ display, a 120 Hz refresh rate, a Unisoc T820 5G chipset, up to 20 GB of RAM through virtual RAM technology, 256 GB of internal storage, a 6,000 mAh battery, and 33 W fast charging.
The device also carries Bypass Charging, which sends power directly to the system while gaming. The function is intended to help reduce battery heat during heavy use.
| Model | Main Focus | Price Range Mentioned |
|---|---|---|
| Nubia Music | Audio and high-power speakers | Starts from around Rp1 million |
| Nubia Focus 5G / Focus Pro 5G | High-resolution AI-assisted photography | Rp2 million to Rp3 million range |
| Nubia Neo 2 5G | Affordable gaming experience | About Rp2.9 million at launch |
| Nubia Flip 5G | Premium clamshell design | Around Rp8 million |
| Nubia Neo 3 | Gaming-focused mid-range device | Rp2 million to Rp3 million range |
A wider portfolio for different users
In 2024 and 2025, Nubia expanded its officially sold lineup in Indonesia with the Nubia Focus Pro 5G, Nubia Focus 5G, Nubia Music, Nubia V70 Series, Nubia Flip 5G, and Nubia Neo 3 Series. The breadth of the portfolio shows a much broader market aim than gaming alone.
The Focus series serves users who prioritize photography, with high-resolution cameras powered by AI. Nubia Music, meanwhile, is aimed at buyers who care more about audio, with high-power speakers and DTS support.
Nubia also brought the Nubia Flip 5G to Indonesia for the premium segment. The clamshell foldable is positioned for users who want a premium design at a price described as more competitive than flagship foldables.
The next step in the gaming strategy
In May 2026, Nubia officially launched the Nubia Neo 5 Series in Indonesia. Country Manager nubia Indonesia Zhuang Yongke said the series was designed for gamers who need stable performance, quick responsiveness, and battery endurance for longer play sessions.
The pricing spread across Nubia’s Indonesian lineup remains wide, from entry-level audio phones to premium foldables. That range gives the company room to pursue younger buyers while still keeping options open for photography fans, music users, and consumers looking for more distinctive designs.
With gaming now sitting at the center of its identity, Nubia appears to be building a stronger position in Indonesia by leaning on the segment that speaks most directly to young smartphone users.
