CASE STUDY: Dell promotes Alienware series with first regional gaming league

Background
Dell acquired the Alienware brand, known for their high-end gaming PCs a number of years ago. Dell's Alienware series is built for an optimal gaming experience, but also for everyday use. A platform was needed to showcase the product range and capabiltiies.

Aim
To promote Dell's powerful Alienware gaming notebooks and peripherals to the gaming community, as well as to grow camaderie among the Asian gaming community.

Execution
Dell wanted to create a stepping-stone platform for gamers to international gaming competitions. Partnering with games company, IAH Games, to showcase a range of different games to cater to different gaming preferences in its first ever gaming league, Dell created an online tournament portal, www.alienwarearena.com, where gamers could play a variety of games onlinesuch as Counter Strike with players across the region.

The inaugural Alienware Arena Asia League is a physical extension of the online tournament platform, which saw  hundreds of clans and gamers in the region honing their skills in individual and group friendly matches.

Starting in mid-November, 16 DotA gamer teams of five were recruited online to play in the qualifying rounds in Indonesia, Malaysia, Thailand and Singapore. The players gamed on Alienware M17x machines, and used the TactX mouse.

Winners from each country were flown into Singapore. A one-day grand championship event held at Funan DigitalLife Mall, Singapore’s IT mall, amid a six-hour carnival-like atmosphere.

Results
The Alienware Arena Asian Champions were announced yesterday, drawing to close the gaming initiative that lasted a month.

“We are thrilled at how well the tournament has turned out and are impressed at the increasing competitiveness of our Asian gaming teams in the community today,” said Ng Tian Beng, managing director and general manager, South Asia & Korea, Consumer, Small and Medium Business, Dell. “Dell hopes to bring this tournament to more markets in years to come as we work together with industry partners to deliver the best gaming experience for the community.”