Alienware: “PC Gaming Is The Future”

Alienware has long stood as the leading name in third party gaming PCs, and we had the opportunity to catch up with the company at E3 2012 and discuss the state of PC gaming.

Contrary to what so many would have us believe, Alienware’s Joe Olmsted thinks that not only is PC gaming not dying, but that it’s healthier than ever — and that consoles are the dying breed.

Speaking with the Product Marketing Manager, Game Front asked Olmsted how he would reply to the long-standing claims that PC gaming is dying. “PC gaming is the future,” he said simply.

Olmsted went on to explain that not only will PC gaming weather the storm of the next generation of consoles, but that console gaming is the endangered species:

“PC gaming took a hit when the last generation of consoles came out because of platform-exclusive titles like Halo, but it won’t take a significant hit when the next-gen consoles are released. Consoles are fading. Their distribution model is dying — more and more gamers are buying digitally. Even now, we’re debating whether or not to include an optical drive in our next units.”

Showcased at E3 was Alienware’s X51, a compact rig that combines the aesthetic and portability of a console with the power of a PC: a 3rd generation Intel i7 processor, 8GB of RAM, and a GTX 555, packed in a case that carries the company’s signature look.

We asked how much importance is placed on the design of Alienware systems, and Olmsted said that the design is the first thing they work on — and do so extensively. Pointing out a case that had automated cooling vents that open based on CPU temperature and a panel that slides down at the press of a button, he said, “We spent hours and hours and hours just deciding how fast that opens.”

The slick design and Alienware quality comes at a price, however, and Olmsted admitted that Newegg is the company’s biggest competition — consumers who assemble their own PCs. But that doesn’t make the PC enthusiast the enemy. “We respect the do-it-yourself guy,” said Olmsted, and pointed out that many Alienware customers eventually make their own upgrades on a pre-assembled system to prolong its life.

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16 Comments on Alienware: “PC Gaming Is The Future”


On June 15, 2012 at 8:48 pm

For me, the ability to make relatively minor upgrades which add tons of service life justifies the heavy upfront cost for a dedicated gaming rig. My Falcon Mach V is over six years old, and I’ve only had to change out ram and the graphics card. Still blows the doors off anything I run, even the Crysis series. Mr. Olmsted is probably correct, digital distribution is going to be a serious problem for consoles without some major changes.


On June 15, 2012 at 9:37 pm

I’d say gaming future is in PC… but not in Alienware, fancy machines to impress the underclocked mentality.. sure.


On June 15, 2012 at 9:41 pm

Hey! My unconditional support of cloud gaming is well funded, I support massive gaming evolution avove all… yet cannot overlook the huge impact of full graphics on custom overclocked hardware!



On June 16, 2012 at 1:02 pm

Yeah, might be part of the future, although it won’t be in games though.


On June 16, 2012 at 1:03 pm

Consoles I mean.


On June 16, 2012 at 1:13 pm

lol… they don t even dare to name the price of that portable computer, because they know it would scare the out of us….console will never die because they are cheap, and most gamers on earth are poor, but i will alwase go for a computer because i like Top quality in a video game


On June 16, 2012 at 11:57 pm

Considering the way the economy is, console gaming is going to remain because it’s more cost effective. Besides I still own a regular nintendo. Fancy graphics =/= a good game. Streamlining for the sake of a dirty buck if anything makes me more so not give a about the products you push out. I still remember games that were isometric and 2D well into this year and you know why? Because they were GOOD.

Alienware. Only thing Alienware means to people who aren’t uptight head computer users is overpriced Dells. Who the hell wants to use a Dell.


On June 17, 2012 at 4:39 am

“More and more gamers are buying digitally”
Just for once, I’d like to see the actual numbers, backing that up? Seriously, it would be interesting what numbers they’re basing their assessment on, because I feel like I’m missing the whole “consoles are dying” trend.


On June 17, 2012 at 6:44 am

Alienware is always too expensive.


On June 17, 2012 at 9:36 pm

don’t buy alienware. Build your own computer.


On June 18, 2012 at 9:50 am

I’m a PC Gamer, but it’s hardly noteworthy that a company that builds PC’s will say that PC’s are the future and consoles are dying.


On June 18, 2012 at 6:38 pm

Alienware is more for the “rich boy” type of PC enthusiast. They spend money on the brand-name, the cool look.

The X51 clocks in at around 700 bucks with a pretty bare bones aspect. Throw in a decent monitor at maybe 120. Okay, you are spending 800. This will be a PC that lasts at least 10 years. That isn’t a bad deal.

Yet you could go down on the exterior beauty and just get a bland case, and probably shave 100 or so off the price. Okay, so 650-700. You could put together something on Newegg for around 600 if you go down on a few points.

If you really want to be discerning, you could get it down to about 550, since even on that system some of the things on there really will be overkill. That’s not even taking into account pricing items on NE vs. TD and the like.

As far as digital distribution, right now it isn’t a threat, but it will become one. The old box and disk mentality is getting old, for better or worse.

What is the “next gen” console going to cost when it comes out? 400? Okay, so you could get something that is already WAAAAAYYYYY better than the current console for 200 more. And this will be running all the top games like crazy with all the bells and whistles for at least another 4 years. And when the wife comes in, bam, it becomes your office with the click of alt+tab!

Those who say consoles are the better bang for your buck all around are like the Mac people who claim that MAC is still eons ahead of a PC in the graphics design department. What was once true isn’t neccessarily true today.


On June 18, 2012 at 10:34 pm

A representative of a company that makes gaming PC’s says PC gaming is the future? You don’t say.


On June 18, 2012 at 11:29 pm

Newegg is still the cheapest way to go, but Digital Storm is getting awful close to breaking even these days if you factor in time-cost for assembly. Alienware wants too much extra for the fancy case. I’m also surprised that they haven’t managed to get component costs down further, being under the Dell umbrella and all.


On June 19, 2012 at 3:55 am

of course a bias guy would say that