Alienware has long been synonymous with custom-built gaming PCs and laptops, with appealing, exclusive designs that you can't find anywhere else and that boutique experience in tailoring your own machines. The company, however, seems to have plans to increase its hold in the PC gaming ecosystem by entering the PC components market, where gaming branding opportunities abound. Alienware already has an established foothold in the pre-built PC space, and it could always increase brand awareness even more not only by including Alienware-branded components on their machines, but by extending its presence onto other manufacturers' gaming PCs and components (read RAM, motherboards, graphics cards, standalone cases...).

Of course, Alienware will have to thread carefully, as already-entrenched manufacturers and suppliers have their heels well dug in the market - their brands already have strong market recognition and there are years and years of R&D poured into their solutions already. Frank Azor, Dell XPS General Manager, todl PC Games N that any foray into unknown markets has to be very well weighed in terms of investment and risk/benefit scenarios, while also adding that Alienware's brand identity wouldn't work with a simple rebrand of other company's solutions.