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AMD hits back at Nvidia's partner programme

by on18 April 2018

Handbags at dawn

AMD has been firing off some salvos at Nvidia's Partner Programme which appears designed to force suppliers to only sell its products.

Despite the fact that it is the current leader in the graphics card market, Nvidia, which was named after a Roman vengeance demon, has designed a GeForce Partner Program (GPP) which might just be a little anti-competitive.

According to Nvidia, the programme exists to "ensure that gamers have full transparency into the GPU platform and software they're being sold, and can confidently select products that carry the NVIDIA GeForce promise".

But according to AMD, that vague explanation knocks rivals out of high-profile system lines. We have reported on the programme before and how PC builders to be a part of the program (with access to combined marketing efforts, bundles and rebate offer) must exclusively align their gaming brand with Nvidia's GeForce hardware (and not AMD's Radeon).

ASUS suddenly announced a new gaming line, AREZ, that apparently exists only to keep AMD Radeon-powered PCs out of its well-known ROG gaming equipment. It now means that the ROG line can join Nvidia's GPP.

AMD has come out swinging its mighty handbag of protest claiming that: "Freedom of choice is a staple of PC gaming."

Writing in its bog, the outfit said:

"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 into choosing proprietary solutions that come bundled with “gamer taxes” just to enjoy great experiences they should rightfully have access. The freedom to support a brand that actively works to advance the art and science of PC gaming while expanding its reach."

We are not sure about this but we would have thought that it might have a case for an antitrust action.


Last modified on 18 April 2018
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