The price of graphic cards and system memory is skyrocketing thanks to the continued rise in demand for the chips to handle cryptocurrency mining.

That’s bad news for the large market of do-it-yourself consumers and PC gamers — and an opportunity for vendors like HP HPQ, -0.99% , Dell, Lenovo LNVGY, -2.72% 992, -3.32% and others to gain increased revenue and new customers for both notebooks and desktop PCs.

Computers built by brand-name manufacturers, known as OEMs, frequently have fixed-priced agreements on key components that insulate them from both today’s higher prices — sometimes twice as much as the suggested retail price — and product shortages.

Traditionally, the cost of an OEM PC is higher than a DIY build due to warranty, support, and labor overhead. But because of the price spikes for graphics cards and memory, these OEMs can now offer systems at lower prices that the DIY market can. Systems at retailers are often selling for $300 less than comparable DIY configurations.

The result is that gamers and PC buyers that would have previously never considered an off-the-shelf system are looking in that direction for computer hardware.

It is not only desktop PCs that are seeing this increased interest. Gaming notebooks also look significantly more appealing to gamers in need of a new system or upgrade but who refuse to pay the higher prices they find online for individual PC components. Vendors like HP, Dell (with its Alienware brand), Lenovo and lesser-known brands like ASUS 2357, -0.58% and Acer 2353, -1.96% have been selling gaming-centric notebook computers for many years, but the market has been small relative to the rest of the mobile PC market. The shifts in demand for desktop components are now driving more gamers into this space than ever before.

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To take advantage of this shift, marketing and product teams at these OEMs should be targeting this group of outcast consumers. Branding and messaging that showcases the newly acquired “value” angle for these desktops and notebooks could go a long way to creating a new customer that translates into increased revenue and market share. None of these companies appear to be pursuing that. The first player to nail this in the short term will likely earn a stronger following in the consumer space with repeat sales as the end-goal.

It is also possible (or likely) that as the component shortage continues, those same OEMs will recognize the added value their products suddenly have earned, raising pricing in line with the rest of the market.

Other players benefit too

Even Nvidia NVDA, -2.20% could take advantage of this shortage of graphics cards. Though its products are part of the problem for desktop buyers, in the mobile space, Nvidia has more direct control over the pricing, marketing, and partnerships that ship Nvidia graphics chips for gaming notebooks. With a dominant lead in the add-on graphics market for laptops, Nvidia should want to raise awareness of this opportunity. It gives the company a place to create long-term fans of the brand while also selling GPUs at a higher margin than is possible with the partner arrangements on desktop graphics cards.

Brick-and-mortar retailers like Best Buy BBY, -0.04% , Costco COST, -0.86% and Wal- WMT, -1.02% hould see an increased interest from PC gamers and enthusiasts hunting for the best deal on hardware. OEM PCs have a much wider distribution through those big box stores than traditional PC component vendors do, so as the savvy buyers in the market begin to branch out to pre-built systems for their hardware needs, expect to see much of that traffic to find its way into retail.

Ryan Shrout is the founder and lead analyst at Shrout Research, and the owner of PC Perspective. Follow him on Twitter @ryanshrout.

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