In a bid to color up a dull computer line, Dell has agreed to purchase flashy PC maker Alienware.

With the buy, Dell gains a maker of high-performance systems aimed at gamers and other demanding customers. The often pricey Alienware boxes stand out for their colorful designs and high-end components. Dell officials earlier this month had downplayed rumors of an Alienware buy.

The deal also opens Dell up to AMD processors, although indirectly. Dell plans to let Alienware operate as a wholly-owned subsidiary with its own marketing, sales and support staff. The Alienware brand will continue under this arrangement.