What Alienware has learned from 10 years of esports

Frank Azor cofounded Alienware more than two decades ago, and so he had the look of a grizzled veteran at the Electronic Entertainment Expo (E3), the big game trade show in Los Angeles this week. As vice president and general manager of Gaming, Alienware, and XPS at Dell, Azor’s job is to lead the company’s efforts in making PCs and other products for gamers.

Azor got into the business when PC gaming machines were a tiny industry, and now they fuel a $32.9 billion global PC game software business. Alienware has become a trusted brand among gamers, and Azor has moved the company into branding and sponsorship partnerships with a number of esports companies, such as Team Liquid and ESL. In fact, Alienware became a full partner in helping Team Liquid create its esports training facility in Santa Monica, California.