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Dell expands footprints in gaming market

By Cheng Yu | chinadaily.com.cn | Updated: 2019-02-28 10:02

Wang Lijun, senior vice-president of Dell and general manager of consumer and small business for Dell China, talks about Alienware's strategy in Beijing on Feb 25th, 2019. [Photo provided to chinadaily.com.cn]

China's rocketing demand for e-sports and gaming is creating opportunities for Alienware, a Dell subsidiary that sells high-end gaming hardware products.

China's e-sports and gaming market is experiencing an explosive growth. The number of gamers in China will exceed 768 million and the market is projected to generate $42 billion of revenue by 202, said market consultancy Niko Partners.

To further tap the demand, Alienware unveiled its latest series of personal computers at Alienware Innovation Day in Beijing on Monday, hoping to appeal to more consumers.

The new products include Alienware Area-51m, which the company described as the most powerful and upgradeable gaming laptop in the country. With cutting-edge technologies, the PC boasts 50 percent more performance and 32 percent less volume than its predecessor.

"Innovation is our driving force. We hope to continue to launch and promote related series of products to meet the appetite of more gamers," said Wang Lijun, senior vice-president of Dell and general manager of consumer and small business for Dell China.

He added that Dell will also ramp up investment in e-sports including establishing partnerships with different teams and matches.

At the innovation day, Alienware also announced plans to deepen its partnership with Team Liquid, a world leading e-sports team.

Last year, Alienware and Team Liquid announced their collaboration at the first Alienware Training Facility in Los Angeles, offering members professional training equipment.

This year, both sides will continue to raise the bar with the establishment of the second Alienware Training Facility in Utrecht, Netherlands, said Alienware.

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