Alienware is a popular brand, especially among hardcore gamers and multimedia developers. Alienware is a manufacturer of high-performance desktop, notebook, media and professional computing systems. Alienware has become a popular choice for those looking to build computer gaming systems and also offers its customers unique case designs and trendy system series names like Aurora and Area-51. Alienware Corporation manufactures high-performance computer systems designed primarily for video gaming enthusiasts. The company sells its computer systems mainly under the brand names "Area-51," "Aurora," "ALX," and "Lightspeed." Systems range in price from $799 to more than $9,000, averaging between $3,000 and $4,000. Alienware sells its products through its web site to customers in North America, Europe, Australia, and New Zealand, and at a company-owned retail store in Miami, Florida. A stand-alone subsidiary of Dell, Inc., Alienware builds its systems by hand using the most advanced computer components available on the market. In the wake of the acquisition, Alienware embarked on its second decade of business, beginning a new era of existence as it tried to remain true to its loyal customer base. One risk of the Dell-Alienware combination was the potential that gaming enthusiasts, who accounted for 80 percent of Alienware's revenues, would be disaffected by the move into the mainstream, but Gonzalez and Aguila remained confident that they would be supplying hard-core gamers with cutting-edge systems for years to come.
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