AMD's graphics product group, the core division that handles the company's ATI graphics and AMD chipset product lines, is said to be engaging in a reshuffling of its add-in board partners (AIBs). These are companies that manufacture and/or sell ATI Radeon-based graphics cards. With the recent success of the Radeon HD 4000 series graphics processors, the company added two more popular AIBs: Pine Group (XFX Graphics) and Gainward, a subsidiary of Palit.

Inter-AIB competition meant that a few weaker, non-performing AIBs have come to light, which AMD is reportedly contemplating breaking partnership with. GeCube is the first brand. GeCube is the channel-vendor brand for InfoTek Corp, a manufacturing partner for AMD GPG. Speculation is rife about hardware giant ASUS also being in the league. The most plausible explanation is poor sales figures.

On the other hand, a Chinese company that is relatively unknown to the Western markets yet not new to selling graphics cards, Colorful is joining AMD's league as an AIB.