Interview with Alienware General Manager & VP Arthur Lewis

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At E3 this year, I got to take a couple of minutes and talk with Arthur Lewis, a Dell VP and General Manager of their gaming group, which includes the Alienware brand. Despite the fact that E3 was easily dominated by console games, PCs still had a major presence – as Lewis soon points out, Alienware saw their revenue last year jump to $13bn.

While it’s obvious that consoles have taken the lion’s share of the gaming market away from PCs, Alienware (and other high-end computer brands) are proof positive that the audience is still there – and growing. A large part of Alienware’s rise in revenue can be attributed to their expansion into new markets. No longer do Alienware and Dell focus mostly on the U.S. and Western Europe – AW specifically is now in over 70 countries around the world and China, which is becoming a more important market for technology products, is often now the first place Dell launches.

In addition to the focus on a more global strategy to marketing their products, Alienware is banking that the future of gaming is mobile.  Desktops definitely still have their place, and likely always will – for now, the experience can’t be matched – but notebooks win out in terms of portability, flexibility and, sometimes, cost (desktop gaming cards can be heinously expensive). While Alienware is proud of their M15x and M17x products, the new M11x is definitely their baby, and they’ve pretty much been blown away by how well the market has received it.



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