WIRED Staff
Culture

Slideshow: Computer Maker in an Alien World

A company that makes odd-looking computers for gamers wants to expand its market. But Alienware execs wonder how many customers will appreciate the glowing alien eyes and other flourishes that have become its signature. By Michelle Delio.
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Nelson Gonzalez, CEO of Alienware Corporation, began to build high-performance machines for gamers after he experimented with constructing computers that would run flight simulators rather than just spreadsheets and word-processing software.Courtesy of Alienware

See related story: Computer Maker in an Alien World

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Co-founder Gonzalez feels Alienware machines are great performers because the components are handpicked and built into a machine without "bird's nests of wires and cords" – everything is neatly tie-wrapped for better airflow and the system components don't overheat.Courtesy of Alienware

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The mothership, Alienware's Florida manufacutring plant.Courtesy of Alienware

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Alienware's unusual designs – metallic cases with alien eyes that indicate system status – was not an issue when the company marketed its custom-built high-performance machines only to gamers and geeks who admired the oddball aesthetics.Courtesy of Alienware

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Alienware's cases favor peculiar metallic hues.Courtesy of Alienware

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Gonzalez felt odd showing an audience of Air Force and Pentagon equipment buyers machines named "Area 51" that feature alien faces with bright glowing eyes.Courtesy of Alienware