# Alienware: Frank Azor and Nelson Gonzalez

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2022-12-12
- Length: 1h 14m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-12-alienware-frank-azor-and-nelson-gonzalez

## Summary

Alienware co-founders Nelson Gonzalez and Frank Azor recount building a custom gaming PC company from a Miami garage in the late 1990s, targeting an underserved market of hardcore gamers ignored by IBM, HP, and Dell. They discuss overcoming early hurdles like banking discrimination, sourcing scarce components, and differentiating their brand through bold industrial design and personality. The episode details their rapid scaling, the cultural clash after being acquired by Dell in 2006, and the founders' eventual departure while Frank Azor stayed to lead the brand's growth within the corporation.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-12-alienware-frank-azor-and-nelson-gonzalez#t=0) Introduction: Nelson Gonzalez and Frank Azor on Alienware
- [5:12](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-12-alienware-frank-azor-and-nelson-gonzalez#t=312) Nelson's Background and Early PC Building
- [14:03](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-12-alienware-frank-azor-and-nelson-gonzalez#t=843) Founding Sekai and the Pivot to Gaming PCs
- [22:23](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-12-alienware-frank-azor-and-nelson-gonzalez#t=1343) Naming Alienware and the First Ad in PC Gamer
- [34:44](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-12-alienware-frank-azor-and-nelson-gonzalez#t=2084) Frank Azor Joins and the Team's Early Operations
- [40:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-12-alienware-frank-azor-and-nelson-gonzalez#t=2419) Banking Discrimination and Sourcing Challenges
- [50:02](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-12-alienware-frank-azor-and-nelson-gonzalez#t=3002) Industrial Design and Brand Personality
- [58:32](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-12-alienware-frank-azor-and-nelson-gonzalez#t=3512) Dell's Acquisition and Cultural Clash
- [1:04:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-12-alienware-frank-azor-and-nelson-gonzalez#t=3840) Post-Acquisition: Nelson's Departure and Frank's Tenure
- [1:12:08](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-12-alienware-frank-azor-and-nelson-gonzalez#t=4328) Lessons on Hard Work, Passion, and Luck

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

founders before launch, companies scaling up, large enterprises

## Mentioned

- Alienware (company)
- Dell (company)
- IBM (company)
- HP (company)
- Falcon Northwest (company)
- PC Gamer (other)
- Boot magazine (other)
- AMD (company)
- Gamecraft (company)
- Xbox (product)
- Doom (product)
- Unreal (product)
- Halo (product)
- Pentium processor (chip)
- 3D FX Voodoo (chip)
- iMac (product)

## Related episodes from other shows

- [An Interview with Clint Cole of Digilent](https://hardwarepodcasts.com/podcast/the-amp-hour/2016-06-10-an-interview-with-clint-cole-of-digilent) (The Amp Hour)
- [Afterschool Podcast, Episode 1 - Rich Brilliant Willing](https://hardwarepodcasts.com/podcast/core77-podcast/2013-08-19-afterschool-podcast-episode-1-rich-brilliant-willing) (Core77 Podcast)
- [Zane Hengsperger (Founder/CEO, Nox Metals)](https://hardwarepodcasts.com/podcast/just-gonna-send-it/2026-03-25-zane-hengsperger-founder-ceo-nox-metals) (Just Gonna Send It)
- [Ep. 23 | Arduino Co-founder Massimo Banzi on How Arduino Took the World by Storm](https://hardwarepodcasts.com/podcast/moores-lobby/2021-04-29-ep-23-arduino-co-founder-massimo-banzi-on-how-arduino-took-the-world-by-storm) (Moore's Lobby)
- [Arduino's Invisible Touch with Massimo Banzi](https://hardwarepodcasts.com/podcast/the-amp-hour/2026-06-17-arduinos-invisible-touch-with-massimo-banzi) (The Amp Hour)

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