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NVIDIA is ending its GeForce Partner Program (GPP)

NVIDIA has just announced that it will pull the plug on its GeForce Partner Program (GPP). Although NVIDIA claims that most partners agreed to its program, that they own their brands and GPP didn’t change that, it will end this program. Which, if that was the case, does not make any sense, right?

As NVIDIA stated:

“With GPP, we asked our partners to brand their products in a way that would be crystal clear. The choice of GPU greatly defines a gaming platform. So, the GPU brand should be clearly transparent – no substitute GPUs hidden behind a pile of techno-jargon.

Most partners agreed. They own their brands and GPP didn’t change that. They decide how they want to convey their product promise to gamers. Still, today we are pulling the plug on GPP to avoid any distraction from the super exciting work we’re doing to bring amazing advances to PC gaming.”

Contrary to NVIDIA’s claims, we do know that ASUS was not able to sell AMD’s graphics cards under the ROG gaming brand and was forced to create the new AREZ brand for them.

But anyway, this feels more like a PR move, especially after AMD’s counter-attack. However, the termination of this program will benefit gamers as manufacturers will be able to sell – once again – AMD’s GPUs under their already established gaming brands. Unless of course AMD goes all out and establishes new brands with the manufacturers, regardless of GPP’s termination.