PRC-based Colorful, which started out as (and continues to be) a vendor of wacky, over-the-top GeForce GTX graphics cards, has surpassed industry stalwarts MSI, ASUS and Gigabyte, in terms of graphics cards shipped worldwide this year, according to industry numbers published by DigiTimes. The report notes that Colorful could become the second largest graphics card maker in terms of shipments by the end of the year, next only to Palit (the current leader in terms of shipments).

Colorful has been clocking an average of 500,000 graphics cards shipped per month, and is projected to have shipped over 5 million cards in 2015. The company has currently outsold ASUS, MSI, Gigabyte, and ZOTAC, all of which are multinationals. Colorful has developed a strong brand-image in the Greater China region, particularly in the mainland. With a brand portfolio that includes Galaxy, Gainward, Point of View, and its own namesake, Palit is the biggest graphics card manufacturer by volume. Colorful's motherboard business is accelerating at a similar rate, and the report notes that the company could become "a very big threat" to ASUS and Gigabyte.