PAX AUS 2018: Alienware isn't looking to sell a gaming smartphone just yet

Credit: Fergus Halliday | IDG

With Nokia, Samsung, Huawei, Xiaomi and others all launching their respective bids to become the go-to smartphone for gamers in recent months, you have to wonder what brands familiar with courting that audience think of the trend.

We spoke to Alienware’s Frank Azor at this year’s PAX Australia and he admitted that gaming smartphones are a category that the traditionally PC-focused brand does consider from time to time.

Interestingly, Azor says that if Alienware were to attempt a gaming phone they’d be unlikely to do so through an existing partner in the mobile space but instead go their own way.

“We’re not interested in extending our brand into categories where we’re not directly influencing, designing or defining the product itself. We’re very protective of the Alienware brand, which is why we created the Dell gaming G-series brand because we didn’t want to dilute it in any way.

“We do consider gaming smartphones all the time. We are always looking at the category and how it’s emerging and developing. Up to now, the technology opportunities that we’ve found in the traditional smartphone category to truly call yourself a gaming smartphone haven’t been there yet.”

According to him, “when you look at the performance technologies, the performance [technologies] in smartphones is even more democratized than they would be in PC, for example. Everyone’s using the same chips. There’s not a lot of opportunity for significant overclocking or significant graphics integration. So a lot of the things that have helped us be successful in the PC space, those technology opportunities aren’t there yet in the gaming smartphone or smartphone space.”

Azor says that “until those opportunities present themselves and we can bring to market what we feel would be a gaming smartphone that merits that title, our consideration has remained just that.”

Alienware was at this year’s PAX Australia to show off its new ‘slim & light’ Alienware M15 gaming laptop.

Disclosure - MSI covered the cost of our flights and accommodation for PAX Australia 2018.

Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags gamingAlienwareFrank Azor

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.
Fergus Halliday
Show Comments

Cool Tech

Toys for Boys

Family Friendly

Stocking Stuffer

SmartLens - Clip on Phone Camera Lens Set of 3

Learn more >

Christmas Gift Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill


I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Featured Content

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?