Dell Alienware’s Director of Product Marketing Discusses 2023 Gaming Lineup and Indian Gaming Market

Dell India recently launched the 2023 lineup of Alienware gaming laptops in the market. As per the announcement, the company unveiled the Alienware X16 R1 and Alienware m18 gaming laptops for the customers. Just hours after the product announcement, the company also launched its first “Gaming Experience Store” in New Delhi. Alienware fans and potential buyers can head to the Nehru Place store to experience the latest hardware lineup in person before making a purchase. In addition, buyers can get additional information about the product lineup. Both these announcements will likely help Dell grown its reach and community in the country.

In the lead-up to the latest Alienware announcements, IGN India got a chance to quiz Pujan Chadha, the Director for Product Marketing — India Consumer division at Dell Technologies India. The QnA spanned a wide range of subjects including the current state of India gaming market, customer feedback loop and more. We also discussed the highlights of the 2023 Alienware product portfolio, including the new advancements and latest hardware. Check out the complete interview below:

IGN India: Beyond the hardware upgrades to include the latest generation of Intel and Nvidia parts, what are some key demands that the Indian gamers asked from Dell for the Alienware lineup of products?

Pujan Chadha: Before I get into the needs of Indian gamers today, it’s fascinating to watch the industry grow and the level of maturity among gamers in terms of what they require. Furthermore, as their needs change, so must their tools. Gaming PCs of today must be more versatile, portable, and powerful than ever before, with customisation at the forefront. To further break this down, there are three key elements that are absolutely necessary for gamers:

• Design — A gamer’s purchase decision is heavily influenced by design. Gaming machines with sleek and premium designs, as well as high build quality, continue to be one of the key requirements from Indian gamers. While this adds aesthetic value, it also serves as an extension of their personalities. This is precisely what we’ve done with the Alienware Legend 3.0 design language, which makes the new devices more premium, tactile, and futuristic than ever. At the rear, the iconic stadium shape now has soft edges, making the devices easier to hold. A high-quality finish, resulting from bead-blast aluminium and a dark two-tone block, adds to the elevated look.
• Display — Improved displays with higher refresh rates, colour accuracy, and resolutions are now required for an immersive gaming experience. We’ve included taller 16:10 displays in the new Alienware m18 and x16 R1 for a wider field of view. Both the displays are capable of the 3ms response time with Nvidia Advanced Optimus and G-SYNC support. The Alienware m18 has a 165Hz refresh rate (QHD) and the x16 R1 has a 240Hz QHD+ display.
• Thermal management — Gaming is no longer just a hobby; it has evolved to the point where gamers are considering it as a viable career option. This has resulted in an increase in demand for advanced thermal technologies that can make those late-night grinds more enjoyable and intense. With the improved Alienware Cryo-tech™ architecture, we have integrated a vapour chamber that covers the CPU and GPU, seven heat pipes, and four fans for 25% better airflow. We’ve also placed our Element 31 thermal interface material on both the CPU and the GPU to help ensure heat dissipation is maximized.

Some of these innovations have been made possible by our constant understanding of user needs and application of our technological know-how to meet those requirements. The new gaming machines will help gamers usher in a new era of computing while also honouring Dell and Alienware’s legacy as technology pioneers.

IGN India: What specific changes has Dell India made to Alienware m18 and Alienware x16 R1 to cater to the Indian gaming audience regarding design and product research?

Pujan Chadha: Dell and Alienware are constantly striving for innovation and providing premium gaming experiences. All product changes we make are guided by our core principles of bold innovation, high performance, premium quality, and iconic design. Furthermore, we invest a significant amount of time in research and development (R&D) to discover new materials and invent breakthrough cooling solutions, which results in longer planning and engineering cycles.

With the Alienware m18, we are bringing an 18-inch form factor in the market after 2015, as well as our most powerful laptop ever. This essentially answers all the needs of gamers who require the best of both worlds — performance and display. The Alienware x16 R1 is our most luxurious Alienware laptop yet, serving as a portable companion while hitting all the right performance notes. Both laptops provide futuristic experiences with meaningful upgrades across the board.

IGN India: Could you share some highlights of the 2023 Alienware hardware lineup?

Pujan Chadha: We kicked off the year in India by announcing the arrival of the Alienware Aurora R15 gaming desktop, which is equipped with 13th Gen Intel Core processors and a 240mm AIO cooler (Up from 120mm in its predecessor). The device also includes the optional Nvidia GeForce RTX 4090 GPU, thereby supporting the highest-end performance and offering stunning visuals. We are thrilled with the response we have received so far for this desktop.

The Alienware m18 and x16 R1 take this a step further, as I mentioned in my previous response. Apart from featuring the latest 13th Gen Intel Core processors and Nvidia GeForce RTX 40 Series GPUs, the m18 maintains the same peak thickness (Z-height) as m17, while giving gaming enthusiasts 14% more room on-screen and unprecedented storage capacity of up to 9TB. The x16 R1 comes with a 6-speaker setup including two up firing tweeters for clarity and a dual woofer configuration for strong bass. Complimented by the best AlienFX experience, x16 now boasts 100 micro-LEDs on the rear stadium and is the first Alienware laptop enhanced with new AlienFX Scanner, Loop, and Rainbow lighting mods. It also includes Alienware’s HyperEfficient Voltage Regulation technology, which can regulate graphics voltage up to 12-phases for sustained performance over long gaming sessions.

In addition to the design and thermal upgrades, we have revamped the Alienware Command Center 6.0 in both the devices to improve stability, navigation between features, and control over system performance. For gamers who stream for long periods of time, we are providing a perfect blend of Dolby Atmos® for better sound, Dolby Vision for improved visuals, and ComfortView Plus to help reduce light emissions. Users can also enjoy an enhanced video calling experience with a higher-resolution FHD webcam. To summarise, the new Alienware series are engineering marvels that will elevate the gaming lifestyle even further.

IGN India: What factors have helped the Indian gaming industry grow in 2022 and the first quarter of 2024? Has the change in the economic landscape impacted the industry, as per you? If yes, then how?

Pujan Chadha: While the sheer increase in the number of online gamers across India has been one of the major drivers, the fact that gamers are using their PCs to stay connected has further bolstered the industry’s growth. It is also interesting to note that these changing consumer demands are driving the deployment of innovative technologies in gaming devices. With this remarkable growth comes significant job opportunities too, and not just for the players and trainers. It takes thousands of software engineers, content creators, data analysts, game designers, social media specialists, venue operators, accountants, lawyers and more to make gaming more fun and realistic. As per a recent TeamLease Digital report, the industry is likely to add one lakh new jobs by the end of FY23.

Numerous studies have also revealed that today’s gamers are vibrant, outgoing, successful, and proud to identify as players. Today, their demographics have changed just as quickly as video games and technology. Gamers can be of any age or gender, and this trend is only anticipated to grow. This, along with the variety of platforms available to display talent, will propel gaming to new heights. Therefore, despite the shifting economic landscape, India has immense potential for rapid growth, as efforts and innovations from various sources pour in holistically.

IGN India: Among the Alienware laptops announced at CES 2023, we only saw AMD options for the m16. Why are there no AMD options for the rest of the new lineup of products for 2023, including the recently announced x16 R1 and m18? What rationale goes behind offering a particular CPU option to the customers?

Pujan Chadha: Dell Technologies has not shied away from saying that CPU competition is a good thing for the industry and customers. It drives innovation and choice. Alienware falls in the same camp — the CPU innovations make it an exciting time to be in the industry and an even better time to be a gamer. We continue to introduce more CPU options in our gaming portfolio. We’re listening to customers and the industry and collaborating with our technology partners but cannot get into future roadmap plans at this time.

IGN India: What has Dell done in the past year to support and engage the Indian gaming and esports community? Could you share some plans for 2023 and beyond?

Pujan Chadha: Our interaction with the gaming community in India helps us innovate and stay ahead of the curve. We engage with ambitious young minds who want to pursue careers in gaming and entertainment through our Dell Futurist program. One can register and get access to subject matter experts in gaming or even interact with esports team leads. Alienware also tracks listening forums, community websites, and social media channels to gauge consumer demands and feedback. Like many companies in the product development space, Dell also relies on customer focus groups to guide its gaming hardware development effort.

An example of this is Concept Nyx, an edge gaming concept that provides easy access to gaming libraries across multiple devices and screens. This year at CES 2023, we announced some enhancements to the concept with a gaming controller, which is a smart remote that can automatically optimise itself for the type of game being played or instantly recognise who is playing the game. The concept also explores combining familiar devices and peripherals with Artificial Intelligence (AI) to form an ecosystem that can deliver easily accessible and seamless experiences beyond gaming. While only a concept at this point, we’re pushing the boundaries of what’s possible and will continue to look for ways to combine innovative device design, materials, software, and cutting-edge technologies to create the best customer experiences.

IGN India: What steps has the company taken to improve the post-sale service and a wider feedback loop for Alienware buyers recently?

Pujan Chadha: To begin with, India is a very important market for Dell, and we are continuing to strengthen our omni-channel ecosystem to meet the changing needs of consumers. We have enabled a strong purchase experience at every touchpoint, whether our customers prefer to buy a product in a store, online, or a combination of the two. Our network of 632 Dell Exclusive Stores (DES), major three Large Format Retail outlets (LFR), and over 5000 Multi-Brand Outlets (MBO) in 400 cities across India make this possible by providing full support at various stages.

We have built a feedback loop with our customers online and offline. At Dell’s India website, we consolidate all the customer data in the form of product reviews, satisfaction scores, time taken to resolve issues, and repeats in the system that helps us improve the website experience and product quality. On the offline front, we regularly incorporate feedback received on the prices, offers, and financing options, from stores across the country. These strategies and outreach have worked to our advantage allowing us to come up with breakthrough products and keep our customers satisfied.

Editor’s Note: Dell India provided access to Pujan Chadha for this interaction.