Alienware Launches Its First Retail Store

Alienware Kiosk Concept
That's actually the problem. Love them or hate them, Alienware systems cost a pretty penny and don't actually contain any sort of secret sauce to make a game run faster. Put X components in Y box, and you get performance level Z, whether that box is a cheap Enlight circa 2005 or a tricked-out, custom-painted rig. The market for these systems is basically "gamers who don't know anything about hardware, don't know anyone who does, and have money to burn." That said, the end product is often obviously a very well built machine, with top shelf components and performance of course. Regardless, putting Alienware in the retail market in any form is an interesting idea, even if we're dubious about the company's ability to make any money at it. Dell is sensibly limiting its exposure by launching a kiosk instead of a store, but it may prove difficult to transition Alienware from an online brand to one that's in Aisle 7, next to the networking cables.