Take your high-end PC gaming with you wherever you go. The rush is real and always at your fingertips with the new generation of Alienware gaming laptops, made available in South Africa through Prima Interactive.

Alienware is a brand associated with the most elite echelons of gaming, so it should be brought to the market by South Africa's most elite gaming company. One of the country’s leading gaming and entertainment distributors, Prima Interactive is the sole supplier of Microsoft Xbox hardware, including the Xbox One, Xbox 360 and peripherals. Prima Interactive is also the distributor of chart-topping triple-A gaming titles, such as Halo, Gears of War, Battlefield, FIFA, Red Dead Redemption and Grand Theft Auto.

“The Alienware brand has always set the standard for high-end gaming on laptops, rivalling desktop systems,” said Chris Buchanan, Director of Client Solutions at Dell EMC. “They play in a very competitive market, where second-best won’t do. This requires a specialist distributor that has the credentials and reputation the gaming market respects. Prima Interactive is a giant of that industry, having represented many of the top gaming titles and studios for years. It is without questions the partner to take the Alienware family of gaming laptops to new heights.”

The new Alienware family of gaming laptops run on the latest 7th generation of Intel Core i chipsets, with the flagship model powered by the new i7 7700 Intel processor and Nvidia GeForce GTX 1070 8GB graphics processor. Available with dynamic overclocking and in 13”, 15” and 17” screen sizes, every new Alienware machine runs on Windows 10, available in Single Language and Pro versions. The family of laptops supports DirectX 12 and also include additional features designed specifically for gamers.

The chassis are designed with carbon fiber, inspired by aerospace technologies. This sturdy and reliable design reflects in the keyboard, which is reinforced with a steel plate and guaranteed for up to 10 million keystrokes. Customisable keys can be set to 15 unique commands, including in-game macros, programmed via the Alienware Command Center software.

“Being appointed the Alienware distributor is a very exciting opportunity for Prima”, says Ian Hepplewhite CEO. “Alienware is the premier brand of gaming laptops, and it’s the device most PC gamers aspire to have. Apart from cutting edge specifications, the build quality is awesome, and Alienware laptops are finely tuned to deliver peak performance”.

Owning a new Alienware also includes access to Microsoft Play Anywhere. This innovative cross-platform service lets players purchase just one digital copy of a game and play it on both their Xbox console and Windows 10 PC. The Play Anywhere family of games keep growing and already include Halo Wars 2, Forza Horizon 3 and Gears of War 4. Play on PC or Xbox, using the same save games and progress across all supported devices.

Prima Interactive will also distribute Alienware accessories, such as the Alienware Graphics Amplifier. This expands the graphics power of your Alienware experience, including 4K graphics, support for multiple monitors and virtual reality.

Other accessories include Alienware backpacks, Tactx headsets and Alienware sleeves.

The new generation of Alienware gaming laptops, powered by Intel Core i7 SkyLake Dual Core technology, will retail from R23,999, below the traditional R 25,000 mark previously seen in the market, while the top of the range bring unparalleled gaming performance for only R49,999.

Available to order starting from mid-May, at launch stock will be available online from Takealot.com and Incredible.co.za.