If it could work along the lines of using a choice of game codes for Gog.com, Epic or Steam... sure. But please, no new game stores. There's just too many as it is.
Now regarding Alienware exclusive physical items such as:
replica items based on game items (like Link's Ocarina),
plushies,
Manga,
Anime DVDs,
limited edition prints,
autographed items (comic books, posters, albums, game disks)
By all means, go for it!
What I would really like to see is Alienware Arena partnering with Turner Classics to create a boxed set of the top 10 alien-themed movies that shaped the science fiction genre ranging from (for example) Forbidden Planet to The Fifth Element.