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The popular brand ‘Alienware’ is a producer of computer hardware and is currently working under the parent company, Dell Computers. Their products are specifically geared towards the gaming market and can be easily identified amongst the competition by their ‘Alien Face’ logo.

Founding
In 1995, the company now known as Alienware was created by Alex Aguila and Nelson Gonzalez, but at the time it was called Sakai of Miami. Located in Miami, Florida, the company constructed notebooks, desktops, and gaming consoles. The inspiration behind the company name (which was established in 1997, replacing the original brand), came from the fact that both Aguila and Nelson were both keen ‘X-Files’ fans, a series which primarily dealt with the possible existence of alien life on earth.

So fanatical about the show were the pair that it led to the ‘Aurora’, ‘Hangar 18’ and ‘Area 51 line of products.

Acquired by Dell Computers
The work of the duo behind Alienware had not gone unnoticed and the giant that is Dell Computers had eyed the company since 2002, before agreeing to buy controlling interest, early in 2006. Despite the acquisition, Aguila and Gonzalez retained overall control of marketing and design, whilst enjoying the buying power that comes with the association of a major hardware manufacturer.

Conflict of Interest
Following the purchase of Alienware, Dell continued to market its own line of gaming PCs under the brand ‘XPS’, which worked in direct competition with their new subsidiary company. This didn’t carry on for long, as the XPS line was scaled back in 2008, paving the way for Alienware to become Dell’s main brand for gaming machines.

Development of new products was moved to the gaming division of Dell and in early Summer 2009, the first Dell/Alienware collaboration product was released in the form of the M17x. This product instantly expanded Alienware’s worldwide reach by a factor of 6, utilising Dell’s global appeal in 35 countries.

The Console Market
The Alienware brand announced in 2014 that it would be entering the games console market and it would be competing for market share with Nintendo, Sony and Microsoft. Rather than being just another console, the ‘Alpha’ range worked on Windows 8.1, which meant it could play PC games, setting it apart from the rest. It remains to be seen just how much headway the company’s console offering will fair up against the XBOX, the PS4 and the Wii U.