For the first time in nearly two decades, Alienware is launching an Aurora class of gaming laptops.
With versatility top of mind, these laptops adapt to any environment, said Matt McGowan, general manager of Alienware, in a press briefing. From intense gaming sessions to deadline-fueled commutes and airport layovers, wherever you are, Aurora laptops seamlessly shift between work and play, he said.
This is the first time Alienware is launching a game laptop with the Aurora name since 2006. The launch marks the next step in streamlining the Alienware portfolio to make it easier for you to choose the right gaming machine. Moving forward, you’ll see two distinct tiers across Alienware desktops and laptops:
Area-51: Our flagship tier designed for those who demand maximum performance andpremium features in a durable, robust design.
Aurora: Our versatility tier offering strong performance within a sleek, streamlined formfactor.
At CES 2025, Dell’s Alienware division introduced Alienware 30 (AW30), a brand-new design language inspired by extraterrestrial phenomena. Making first contact with the new Alienware Area-51 laptops and Alienware 27 4K QD-OLED Monitor, AW30 takes its next form in Aurora laptops.
“This is in the spirit of simplifying the Alienware product line,” McGowan said. “It operates more in the mid-range.” The Alienware Area 51 laptop is the high-end of the product line.
A new design language
Alienware 16 Aurora laptop next to a new 34-inch gaming screen.
“Today, we talk about Aurora, which is positioned for a different type of customer,” said McGowan, who noted Alienware has been designing gaming hardware for more than 30 years. During that time, Alienware’s design language evolved, and now it’s serving multiple generations of gamers. And so Alienware has put a ton of research — with thousands of slides produced — for the new designs.
“We’re getting into a new era of product and so visually, you’re going to see us demonstrate that across different product tiers in very different ways, but they’re all going to have that language,” he said.
He noted that the company is seeing a lot new user a lot of new users come into the PC space.
“A lot of lot of users that have never gained on a on a PC,” he said. “I’d say that COVID was a huge driver for this. We saw people take to PC gaming at a rate faster than we’ve ever seen. And the industry has grown. And quite frankly, we haven’t seen those users move away from PC gaming.”
But now that means there are different categories of player on gaming PCs. Alienware’s role is to be the “interface to the game” for players, McGowan said.
“Our objective is to provide you with the most immersive, immersive experience. Our objective is not to get in the way of of your gaming experience,” he said. “We actually want that to be as fluid as possible. So we use technology to make sure that you are immersed in the game.”
While the Area 51 brand targets the enthusiast core, Alienware will support new users with the Aurora.
“One of them we call the everyday escapist. These are people that are new to PC gaming. These are people that want to express themselves individually. They’re typically more youthful. They are there for fun. They play to be with thei …