Dell's PC brand Alienware will be the headline sponsor of the Eurogamer Expo event this September.
"We are thrilled to partner with Eurogamer Network for the 2011 Expo," said James Griffiths, marketing director for Dell, UK & IE.
"This event has seen significant growth year on year to become the UK’s biggest and most anticipated video games event. With the recent launch our most powerful portfolio of Alienware gaming PCs to date, it provides the perfect opportunity to mix it up with gaming enthusiasts and Alienware fans alike – showcasing the absolute best in PC gaming."
Gamers will be be able to experience Alienware's award winning tech as they play massive PC titles like EA's Star Wars: The Old Republic and Guild Wars 2 from NCsoft.
"We’re all big fans of Alienware at Eurogamer and we're delighted to have them on board as the headline sponsor of this year's event and as the provider of our PC equipment,” added Rupert Loman, managing director of Eurogamer.
The event takes place September 22-25 at Earls Court, and Konami, id Software, Sega, Namco Bandai and Square Enix will be just some of the companies supporting the Expo. It's the largest show of its kind in the UK, and is expected to attract around 30,000 visitors.
GamesIndustry.biz will also host the Career Fair, with support from UKIE, BAFTA and TIGA.
Tickets and more information about the Eurogamer Expo can be found here.