The focus of major PC brands on gaming may change the rules for both the PC and gaming industries. Companies like Alienware, with their high-performance systems tuned optimally for PC gaming, have shaken up the stodgy PC industry. Also, recently Dell released their Inspiron XPS notebook tailored to PC gaming, making waves with their focused entry.

The recent release of gaming-tuned systems is only part of the story. More critical is having the key users. eMachines has a 38% higher concentration of its users in the important female preteen (age 6-12) segment than any other major PC brand. Nearly ten percent (9.6%) of households with eMachines PCs have a female user aged 6-12, stronger than the 7% national average for that segment. Similarly, eMachines has a 35% higher concentration of male preteens than any other major brand, representing 10.4% of eMachines households.

Another takeaway from the research results: teens, the next-most-active segment for PC gaming, represent one of the strongest groups for two brands: both eMachines and Dell. So, now eMachines (and Gateway), will need to compete with Dell for the hearts, minds, and allowances of this important segment.

Looking ahead, the major PC brands are going to have a run for their money in focusing on gaming. While the preteens and teens using eMachines PCs today may not have the personal wherewithal or influence to spend thousands of dollars for these amped-up systems, the bar Alienware has set, along with the halo effect, can make it that much harder for later traditional major brands to follow.

Simultaneously, and beyond PCs, console platforms such as PlayStation and Xbox continuing to redefine the dynamic gaming market. As these systems continue to evolve, adding capabilities previously only found on PCs, PC brands will be further challenged to play against pure game systems.

At the same time, console companies have their work cut out for them from other directions than from PCs. With the rise in wireless handset gaming, PDA gaming, and multiplayer Internet games, the marketplace is heating up in many directions at once. The entire gaming market promises to get even more interesting – and fun – through the competition and even collaboration and cooperation between and among platforms.

Background & Methodology

Factual, decision-making information like this is only found in one place, Technology User Profile from MetaFacts. The Technology User Profile market research information service is based on extensive primary research selected and balanced to represent the American population - including technology users and non-technology users. Drawn from more than 10,000 surveys per year reporting on over 250 questions, it is the most comprehensive total market technology study available. TUPdates are brief summaries of information contained in Technology User Profile.