Last month, we reported that third-party GPU manufacturers were removing AMD’s graphics cards from their gaming brands. And while some did not believe us, the cat is now out of the bag and all three major AIBs, Gigabyte, MSI and ASUS, have reportedly removed them. Not only that, but ASUS has already created a new brand under which it will be selling AMD’s graphics cards. And AMD has just made it official.
As AMD revealed, its add-in board partners launch new brands that carry an AMD Radeon product over the coming weeks. Furthermore, AMD attacked NVIDIA’s GeForce Partner Program, claiming that its new brands will not have any anti-gamer / anti-competitive strings (and that will most likely allow AIBs to sell whichever cards they want, no matter whether it’s coming from NVIDIA, Intel or any other company).
“These [AMD] brands will share the same values of openness, innovation, and inclusivity that most gamers take to heart. The freedom to tell others in the industry that they won’t be boxed in to choosing proprietary solutions that come bundled with “gamer taxes” just to enjoy great experiences they should rightfully have access to. The freedom to support a brand that actively works to advance the art and science of PC gaming while expanding its reach.”
AMD has also shared the key features of the brands sporting AMD Radeon products which are:
- A dedication to open innovation – AMD works tirelessly to advance PC gaming through close collaboration with hardware standards bodies, API and game developers, making our technologies available to all to help further the industry. Through our collaboration with JEDEC on memory standards like HBM and HBM2, Microsoft on DirectX and Khronos on Vulkan, and through the GPUOpen initiative where we provide access to a comprehensive collection of visual effects, productivity tools, and other content at no cost, we’re enabling the industry to the benefit of gamers.
- A commitment to true transparency through industry standards – Through industry standards like AMD FreeSync technology, we’re providing the PC ecosystem with technologies that significantly enhance gamers’ experiences, enabling partners to adopt them at no cost to consumers, rather than penalizing gamers with proprietary technology “taxes” and limiting their choice in displays.
- Real partnerships with real consistency – We work closely with all our AIB partners, so that our customers are empowered with the best, high-performance, high quality gaming products and technologies available from AMD. No anti-gamer / anti-competitive strings attached.
- Expanding the PC gaming ecosystem – We create open and free game development technologies that enable the next generation of immersive gaming experiences across PC and console ecosystems. These efforts have resulted in advancements such as AMD FreeSync adoption on TVs for Xbox One S or X, integration of forward looking “Vega” architecture features and technologies into Far Cry 5 without penalizing the competition, and inclusion of open sourced AMD innovations into the Vulkan API which game developers can adopt freely.