Dell not playing games with latest acquisition
These days everyone, it seems, wants a piece of the online games pie, a $1.1 billion market.
This time the company making a move to acquire market share is Dell Inc., which is purchasing Alienware Corp. for an undisclosed sum. "Alienware`s products are an excellent complement to Dell`s own line of high-performance computers designed for gaming, enthusiast and media content customers,” says chairman Michael Dell. “Alienware has tremendous brand appeal with consumers and creative business professionals.”
Dell, No. 2 in the Internet Retailer Top 400 Guide to Retail Web Sites, will operate Alienware as a stand-alone business unit and Alienware will maintain its own product development, product marketing, sales, technical support and other operations as well as its brand.
Alienware, No. 109 in the Internet Retailer Top 400 Guide to Retail Web Sites, manufactures and markets high-performance desktop, notebook, media center and professional systems. The company’s core customers include video game fans, digital video editors, and professionals in the market for higher-end PCs and notebooks made with high-end components. The acquisition will help Dell round out its consumer business, particularly with online gamers, a market that eMarketer says will generate sales of more than $1 billion in 2006 and $3.5 billion by 2010.
To attract more online gamers already using its personal computers, Alienware in January opened an interactive games store. “Alienware is delivering an on-demand, digital download store that will provide customers with immediate access to their favorite games, says Alienware vice president of marketing Mark Vena.
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