Tuesday, April 17th 2018

AMD Responds to NVIDIA's GPP: AIB Partners to Announce New Radeon-Exclusive Brands

In a blog post on its gaming website, AMD has decided to put on the white gloves for a distinctive strike against NVIDIA's GPP initiative, which has seen rivers of ink and public discussion already. In the blog post, entitled "Radeon RX Graphics: A Gamer's Choice", the company is clearly putting its footing on the same stance it always finds itself positioned to by NVIDIA: the freedom of choice, and freedom of standards side of the equation.

The blog post entirely reads as an anti environment-lock manifesto, extorting the virtues of PC gaming and the open-ended building and assembly of parts from various manufacturers that it's built upon. As a move against NVIDIA's decision to enforce their GPP initiative to lock-in AIB partners towards having an NVIDIA-exclusive brand, AMD has come out of the gates saying that the simple solution is for partners to announce new, AMD-exclusive brands as well. This is logical; was to be expected; and is really AMD's only move out of this forced hand it was dealt with.
AMD's opinion is written on the walls of its blog post, though: "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." We've already seen one such brand being announced today by ASUS with its AREZ, AMD-exclusive brand. Others will follow suit, and the only thing NVIDIA will likely be left with is users' opinion on whether exactly this was a required move from the company.


AMD's blog post follows in full:

Radeon RX Graphics: A Gamer's Choice
"Our proud pastime of PC gaming has been built on the idea of freedom. Freedom to choose. How to play the game. What to do and when to do it. And specifically, what to play it on. PC gaming has a long, proud tradition of choice. Whether you build and upgrade your own PCs, or order pre-built rigs after you've customized every detail online, you know that what you're playing on is of your own making, based on your freedom to choose the components that you want. Freedom of choice is a staple of PC gaming.

Over the coming weeks, you can expect to see our add-in board partners launch new brands that carry an AMD Radeon product. AMD is pledging to reignite this freedom of choice when gamers choose an AMD Radeon RX graphics card. These 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.
The key values that brands sporting AMD Radeon products will offer 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.
We pledge to put premium, high-performance graphics cards in the hands of as many gamers as possible and give our partners the support they need without anti-competitive conditions. Through the support of our add-in-board partners that carry forward the AMD Radeon RX brand, we're continuing to push the industry openly, transparently and without restrictions so that gamers have access to the best immersive technologies, APIs and experiences.

We believe that freedom of choice in PC gaming isn't a privilege. It's a right."
Source: AMD Gaming Blog
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113 Comments on AMD Responds to NVIDIA's GPP: AIB Partners to Announce New Radeon-Exclusive Brands

#51
Space Lynx
Astronaut
jabbadapNah amd can't die, Intel won't let that to happen' And if intel really enters to discrete graphics card market, Nvidia has even less reasons to worry. But Intel still can't let amd to die.
Hmm, if AMD dies, Intel could still claim Qualcomm, Exynos as competitors, so why would it have to worry about monopoly charges, I still think Nvidia is the one who should worry if AMD dies.
Posted on Reply
#52
sutyi
lynx29Hmm, if AMD dies, Intel could still claim Qualcomm, Exynos as competitors, so why would it have to worry about monopoly charges, I still think Nvidia is the one who should worry if AMD dies.
Intel is rolling in the money from X86 mostly. If AMD would be gone, the only other license to design X86 will be in VIAs hand (if they still have it that is) as Transmeta had gone bust many moons ago. Also there is a Chinese holder trough VIA manufacturing stuff on 28nm. Currently on Atom SoC levels of performance... if at all.
Posted on Reply
#53
Space Lynx
Astronaut
sutyiIntel is rolling in the money from X86 mostly. If AMD would be gone, the only other license to design X86 will be in VIAs hand (if they still have it that is) as Transmeta had gone bust many moons ago. Also there is a Chinese holder trough VIA manufacturing stuff on 28nm. Currently on Atom SoC levels of performance... if at all.
Well hopefully they give us a Vega 2 with all this money that can match 2080 Ti... I really want to go back to AMD someday, but I need high performance... so :(
Posted on Reply
#54
IceShroom
xkm1948Nah should be more like "Radeon RX: A Miner's Choice" They don't give 2 cents crap about gamers. The VR stuttering/down-clocking issue I reported 2 months ago is not even acknowledged in their release notes. Their GPU are not that great for gaming to begin with: hot, slow, power hungry. RTG brought this kinda GPP crap onto themselves. Don't blame your own failure on other company's technological superiority. If RTG had any decent GPU then the market will positively respond to it. I have been given my money exclusively to RTG for every generation of GPU since ATi 9700 days, and I can't even stand the way they operate now. Wake the F up, RTG, start by innovating and properly treat your customers who used their hard earnerd dollars to support you.
Truth to told AMD don't have miner specific[ABI relesed RX based Miner Card], but gamer friendly Nvidia have miner specific card.
videocardz.com/nvidia/geforce-1000/nvidia-p106-100
videocardz.com/nvidia/geforce-1000/nvidia-p106-090
videocardz.com/nvidia/geforce-1000/nvidia-p104-100
The reason AMD card do better in mining because AMD card have better compute power than Nvidia card.

Hot gpu, means those 84 degree Celcius Nividia card.
Posted on Reply
#55
bug
lynx29Shouldn't Nvidia be worried if AMD dies though? If they become a true monopoly like Microsoft did, I believe Microsoft was hit hard in the late 90's by the USA government on fines for being a monopoly... can't remember exactly... but I do remember monopolies get punished hard... so it is in Nvidia's best interest AMD stay afloat...
You still think it's a coincidence Nvidia pulled out of the console market exactly when AMD desperately needed a reprieve? ;)
Posted on Reply
#56
IceShroom
xkm1948This ^^^.

Plus it always seems to be easier to rush in and defend the "little guy" or the "brave revolution RTG" against big bad green nVidia.

Quoting AdoredTV's latest video, around 18:00. AMD's fan base is some of the most toxic fan base in hardware forum.
Intel and Nvidia fanboys/fangirls are so good and innocent that on every new AMD product review they leave negative comment [for poor people, cheap product, runs hot(even competitor runs 84°C), power hungry( even competitot sips more power), copycat, and many other excuses] even that product was porforming very well to its competitor.
Posted on Reply
#57
Space Lynx
Astronaut
IceShroomIntel and Nvidia fanboys/fangirls are so good and innocent that on every new AMD product review they leave negative comment [for poor people, cheap product, runs hot(even competitor runs 84°C), power hungry( even competitot sips more power), copycat, and many other excuses] even that product was porforming very well to its competitor.
I'm not sure who keeps saying AMD compares to Nvidia in gaming for GPU, maybe in a few games, but every review I have seen of the 1080 or 1080 Ti, not only beats vega 64, it decimates it by 20-50 fps across the board... granted, I know my 1080 Ti cost $740 new... BUT to be fair, vega 64 at msrp never really existed so eh. I am actually fanboy of AMD because of the early age gaming on a budget builds I did as a teenager, but now I enjoy high refresh high rez gaming and I need a 1080 ti, it just enhances the immersion to me.

I hope Vega 2 and Ryzen 2 in 2019 can win me back over, I doubt it does, but I hope AMD can pull it off.
Posted on Reply
#58
sutyi
lynx29Well hopefully they give us a Vega 2 with all this money that can match 2080 Ti... I really want to go back to AMD someday, but I need high performance... so :(
I sincerely hope they are not planing to stick to compute optimized architecture on the gaming front, as it certainly didn't work in the past couple of years.

You just simply can't have "energy efficient" gaming cards that are also good in general computing and for machine / deep learning on top of that. Riding two horses with one arse is difficult enough, but riding 3 is outright impossible.

There is simply no reason waste a lot transistors, power and silicon. Having 25% of the chip sitting idle under gaming conditions is just a waste. I honestly hope they streamline GCN for gaming and have a separate professional line this time next year.

Adjusted for manufacturing if both were made on GloFo 14nm FF:

Polaris 10 - 232 mm2
GP106 - 184 mm2

That is around 26% less die area with some flawed math in the mix, so make it 20% for arguments sake. But that is still A LOT, while they are basically the same performance wise.
Posted on Reply
#59
DeathtoGnomes
Wow did the Nvidia fanbois come out in force for this article.

I think its actually funny that AMD is doing this. Its like throwing mudpies at Nvidia.
Posted on Reply
#60
MuhammedAbdo
AMD's word would have rung true if it weren't for their complete lack of effort to provide cards for gamers at MSRP, and their complete worship of miners, gamers just can't buy their GPUs at good prices so they flock to nvidia in droves. No one cares if AMD claims they will provide more cards and more choice for gamers because they know it's a lie. This whole reaction to GPP is just AMD being childish pricks, they claimed through HOCP that GPP will prevent partners from selling AMD cards, well that's not true. So their problem with GPP is?
Posted on Reply
#61
Vya Domus
MuhammedAbdoAMD's word would have rung true if it weren't for their complete lack of effort to provide cards for gamers at MSRP
As if it's by their choice.
Posted on Reply
#62
Xaled
If any one of you guys dont want Gfx cards prices to increase more and dont want to pay 5000$ for what worths 1000$, just dont buy an nVidia card nor MSI, ASSUZ not Gigabyte uttersh*t. no matter what, i rgeret buying anything related to nVidia and i will never buy any nvidia product even with AMD being she*t right now

to those who ask amd to make better cards. if you really want AMD to make better cards contribute and buy one of their products so they get support to spend more on devolopment. the development that will lead to better priced, better performing cards (unless Lisa Su screws things again as she did with 79xx series and let nvidia turn from a 4 billion company to a 124 billion right now)
Posted on Reply
#63
Slizzo
lynx29Hmm, if AMD dies, Intel could still claim Qualcomm, Exynos as competitors, so why would it have to worry about monopoly charges, I still think Nvidia is the one who should worry if AMD dies.
sutyiIntel is rolling in the money from X86 mostly. If AMD would be gone, the only other license to design X86 will be in VIAs hand (if they still have it that is) as Transmeta had gone bust many moons ago. Also there is a Chinese holder trough VIA manufacturing stuff on 28nm. Currently on Atom SoC levels of performance... if at all.
Intel still would have to worry, as there is a cross licensing deal in place between them and AMD. Intel owns the x86 patent sure. That's great, and gets them in the door. But AMD holds the patent to x64, and Intel is straight fucked if that patent goes to someone who wants to restrict access to it. It is in Intels best interest to have the status quo maintained in terms of that agreement. If for any reason their access to that license is even temporarily halted, Intel will start losing money hand over fist as they have to stop production while trying to sort it out.
Posted on Reply
#64
bug
SlizzoIntel still would have to worry, as there is a cross licensing deal in place between them and AMD. Intel owns the x86 patent sure. That's great, and gets them in the door. But AMD holds the patent to x64, and Intel is straight fucked if that patent goes to someone who wants to restrict access to it. It is in Intels best interest to have the status quo maintained in terms of that agreement. If for any reason their access to that license is even temporarily halted, Intel will start losing money hand over fist as they have to stop production while trying to sort it out.
Patents expire after 20 years, so x86 is a non-issue here. The x86_64 patent only has a few years left.
Posted on Reply
#65
Vya Domus
MuhammedAbdoIT IS, they practically blew the mining craze out of proportions with their enhanced mining drivers and mining propaganda.
You are living in a realm of fantasy and conspiracy theories. Though I digress , judging from your comments seems like you are just trying to be a really obnoxious hater of a particular color , claiming malicious intent on their part out of pure speculation.
SlizzoIntel still would have to worry, as there is a cross licensing deal in place between them and AMD. Intel owns the x86 patent sure. That's great, and gets them in the door. But AMD holds the patent to x64, and Intel is straight fucked if that patent goes to someone who wants to restrict access to it. It is in Intels best interest to have the status quo maintained in terms of that agreement. If for any reason their access to that license is even temporarily halted, Intel will start losing money hand over fist as they have to stop production while trying to sort it out.
Licencing agreements are worth jack shit to Intel if you look into their past. The earliest dispute between them and AMD came from all the way back when Intel broke off under illegal terms the licensing agreements and contracts they had with AMD back when they were manufacturing chips for them . In a way the reason AMD is where they are today is because that essentially forced them to develop products on their own.
Posted on Reply
#66
bug
Just curious, but when did AMD have superior cards? Except for the GTX 480 (mid-range Fermi was pretty much ok), I have to go back to FX5000 to find better card from ATI/AMD. Otherwise they have been more or less on par.
Posted on Reply
#67
Xaled
bugJust curious, but when did AMD have superior cards? Except for the GTX 480 (mid-range Fermi was pretty much ok), I have to go back to FX5000 to find better card from ATI/AMD. Otherwise they have been more or less on par.
Superior for me means great performance if not overpriced. actually nvidia never had a superior card sinced all of their cards were either overpriced, overrated or both. AMD on the other had superior cards like 58xx or 6xxxs. 5870 and 5970 were the best single gpu cardin the market and 5870 were only for 400$ while nvidia utter shet has been a always overpriced and the price is just keeping increasing.
Posted on Reply
#68
medi01
RH92No i mean a brean is needed to figure that smart peoples buy whatever fits their needs and budget not the brand ....
I believe smart people are not restricted with budget when buying GPUs.
There is something called "moral", google it, when you have time.
lynx29I believe Microsoft was hit hard in the late 90's by the USA government on fines for being a monopoly...
Microsoft was hit hard for leveraging it against others, e.g. Netscape, Sun, not for being a monopoly per se.
Posted on Reply
#70
moproblems99
medi01I believe smart people are not restricted with budget when buying GPUs.
A little confused on this. You can do your due diligence on a GPU but if you don't have enough money, you aren't gonna have that GPU. No matter your morals, no matter your brain.
Posted on Reply
#71
sergionography
John NaylorI hope Intel soon does the same as I am frustrated by confused users sending me proposed 8700k builds with X370 MoBos cause they think X370 is a cheaper version of the Z370.
They have done something similar in the past and got sued big time for it and lost lol. This gpp is the same thing intel did but in disguise.
Now I do have to admit that the points you mention in Your post have plenty of truth to them, however; in my opinion this whole thing is not about Nvidia currently having the better product(which they do), and rather about what they are doing/willing to do when they have the upper hand. This is similar to when people say "I judge people based on how they treat animals", basically because a persons true intentions and inner self shows by how they treat others that are lesser than them(on a lower status etc.) or have less power.
Posted on Reply
#72
evernessince
John NaylorA lot of fluff but doesn't really saying anything other than "We can't compete in these performance niches so we'll spout platitudes instead ." Since the subject came up, all I can remember is the commercial for Burger King with the old granny muttering "Where's the beef ?". When nVidia came out w/ PhysX, AMD could have a) produced a competing technology or b) licensed it. When nVidia came out w/ G-Sync, they could have a) produced a competing technology or b) licensed it ...instead they chose c) Create a name similar to G-Sync, only provide a part of the technology and sell the lesser featured package at reduced price. AMD could have included a hardware module in the Freesync monitors, but they chose not to ... some Freesync monitor manufacturers did include such a MBR module but they were not well recived because when the Freesync monitors were able to offer motion blur reduction buy adding the necessary hardware, they no longer had that big price advantage... and AMD never jumped on the MBR bandwagon cause they chose instead to sell on price.

nVidia has been taking more and more control from it's board partners legally, driver wise and physically with successive generations. Now it is willing to give 3rd party vendors a boost by partnering with them to create high performance model lines that customers are willing to pay for. We will write our drivers so as to allow higher clocks, if during the install it detects PCBs that meet certain criteria with regard to voltage control, cooling, etc.

And if they do so, all they are saying that if you are using what we give you to increase mindshare and generate high margins, you can't allow our competitor to take advantage of the branding ***we*** helped you build. This is business as usual in America ... newsflash .... America is a capitalist dog eat dog country... deal with it. If you own a pizza joint, Coca Cola will give you a refrigerator to hold its products... you want to put Pepsi in there, you violate the licensing agreement and we take back OUR fridge.

Where's the beef ? If Asus calls the nVidia line Strix and their Radeon line Arez, so what ? If AMD says that Asus can't not sell an AMD based card called Arez, would there be such a steenk ? Buger King can sell a 1/4 pound burger but thye can not call it "the quarter pounder" There is nothing anti-competitive; nothing more sinister limiting the use of the name then there is about not putting our competitor's products in the free fridge we gave you. In the end, all AMD is saying ... "well we gonna offer free fridges too"... and now when we buy pizza, we'll see two fridges ...one with AMD stuff inside and one with nVidia ... great EXACTLY what I wanted ... a way to read the logo on top of the fridge telling me this is where I can find an nVidia product inside and here's where I can find and AMD product inside. Nothing anti competitive, more like truth in advertising. The nVidia Strix products of recent generations are overclocking by 14 - 31%. The AMD cards are in single digits for the most part. The only thing AMD loses by the name limiting partnership agreement is that no one will be purchasing a product thinking that because their nVidia Strix OC's 25%, their AMD Strix is capable of doing the same.

I hope Intel soon does the same as I am frustrated by confused users sending me proposed 8700k builds with X370 MoBos cause they think X370 is a cheaper version of the Z370.
First off, let's state the facts. Nvidia didn't come out with PhysX, it bought Ageia which is the company that made PhysX. Ageia's tech worked fine on AMD hardware before Nvidia bought them and then suddenly it didn't. Second, FreeSync have been reviewed by Tom's hardware and many other reputable tech reviewers and is identical to G-Sync. I don't know where you getting this "only provide a part of the technology and sell the lesser featured package at reduced price" but it's complete bullshit.

"Now it is willing to give 3rd party vendors a boost by partnering with them to create high performance model lines that customers are willing to pay for."

Nvidia was already doing this /facepalm

The only thing the GPP does it threaten to take away things these companies were already getting. Pass-through rebates, chip allocation, and marketing funds (all things stated in the GPP contract) were all being given out by Nvidia prior to the GPP.

FYI Nvidia didn't partner with ASUS to create the STRIX or ROG branding, ASUS made that themselves long ago.

"And if they do so, all they are saying that if you are using what we give you to increase mindshare and generate high margins, you can't allow our competitor to take advantage of the branding ***we*** helped you build."

Yeah like anyone was going to confuse an ASUS GEFORCE GTX 1080 STRIX with an ASUS RADEON RX Vega STRIX. How exactly is AMD benefiting from Nvidia's marketing here? You are telling me that the person is going to somehow ignore the "RADEON" or "GEFORCE" AND somehow ignore the model as well? Right, good luck with that one buddy.



Your comment is nothing more than conjecture, lies, and misinformation. Stop making excuses for Nvidia, that's all your doing here.
xkm1948This ^^^.

Plus it always seems to be easier to rush in and defend the "little guy" or the "brave revolution RTG" against big bad green nVidia.

Quoting AdoredTV's latest video, around 18:00. AMD's fan base is some of the most toxic fan base in hardware forum.
If that's all you gleamed from that video, you obviously didn't watch it. You are part of the problem he pointed out.
Posted on Reply
#73
Space Lynx
Astronaut
evernessinceSecond, FreeSync have been reviewed by Tom's hardware and many other reputable tech reviewers and is identical to G-Sync. I don't know where you getting this "only provide a part of the technology and sell the lesser featured package at reduced price" but it's complete bullshit.
I'd like to stay out of the arguments here, but just wanted to inform you that G-Sync works in Windowed mode for games, Freesync does not. Kind of a big deal, as a lot of games need to be in windowed mode for my gamma and color settings too automatically apply :)
Posted on Reply
#74
evernessince
lynx29I'd like to stay out of the arguments here, but just wanted to inform you that G-Sync works in Windowed mode for games, Freesync does not. Kind of a big deal, as a lot of games need to be in windowed mode for my gamma and color settings too automatically apply :)
Free-Sync works in windowed mode. But yes, if you want to nitpick features Free-Sync also works over multiple display outputs while G-Sync does not. AMD had a software update in may of 2017 called FreeSync 2.0 that added the windowed mode feature.
Posted on Reply
#75
Space Lynx
Astronaut
evernessinceFree-Sync works in windowed mode. But yes, if you want to nitpick features Free-Sync also works over multiple display outputs while G-Sync does not. AMD had a software update in may of 2017 called FreeSync 2.0 that added the windowed mode feature.
Did not know that, that is awesome news. :D I haven't kept up with it in awhile.
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