PC maker rides the wave of e-sports

China's growing appetite for video games is creating a rapidly expanding market for Alienware, a Dell Inc subsidiary that sells high-end gaming hardware products.

So much so Alienware is customizing its products and marketing strategies to meet Chinese players' unique demands and gaming culture, said Johnson Hu, senior manager of Dell China's end-user computing unit, which oversees Alienware.

"China has a large number of students who are very much into PC video games. So, we developed a completely new product line just to serve this particular group," said Hu. "As the shipments continue to grow, the average retail price of Alienware products has also jumped. This means, the high-end customer base is expanding.