Alienware M14X - How do I reduce fan noise

I rec ently bought an Alienware and the one issue which annoys my wife is the fan noise - it is very loud when gaming and albeit low, still makes noise when I am not gaming.  Is there anything I can do to reduce the noise? 

I have downloaded the latest BIOS but that has made no difference, so I am looking for alternatives.

I have read that laptop coolers may reduce the Alienware fan noise.  Could someone recommend one that fits the M14X?