Alienware is on a mission to be leaders in collegiate esports. As part of a national campaign to reach more college students, we built a state-of-the-art, designated esports space at the University of Texas at Austin. We transformed a formerly under-utilized, dated room at UT’s student union building into an ultra-modern gaming lounge where students can come together and game. The lounge showcases Alienware’s full portfolio of advanced gaming technology. It’s also designed to be versatile, with RGB lighting design to highlight both Alienware and UT’s brand coloring, as well as interchangeable graphics and movable furniture for built-in flexibility to support a variety of events. In just a month since opening the lounge has been visited by thousands of students, led to over 10% membership growth in the Longhorn Gaming Club and resulted in 6x YOY standard run rate increase in Alienware sales.