AMD On Board with New Video Card Branding

Discussion in 'HardForum Tech News' started by FrgMstr, Apr 17, 2018.

  1. FrgMstr

    FrgMstr Just Plain Mean Staff Member

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    I wonder what could be at the root of all of this? That's right NVIDIA and its GPP program stealing the brands of its AIBs and OEMs. Has it bitten off more than it can chew?

    Today, ASUS announced its AREZ-branded AMD Radeon RX graphics cards and over the coming weeks, you can expect to see more add-in board partners launch new brands carrying the AMD Radeon name.

    AMD is pledging to reignite 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, and will share the four values central to AMD Radeon:
    * A dedication to open innovation – AMD works tirelessly to advance PC gaming through close collaboration with hardware standards bodies, and API and game developers, making its 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 FreeSync, AMD provides 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 – AMD works closely with AIB partners on equal footing, 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 FreeSync adoption on TVs for XBOX One S or X, integration of forward looking Vega features and technologies into Far Cry 5 without penalizing the competition, and of inclusion of open sourced AMD innovations into the Vulkan API which game developers can adopt freely.
    Through AMD’s add-in-board partners that carry forward the AMD Radeon RX brand, the company is continuing to push the industry openly, transparently and without restrictions so that gamers have access to the best immersive technologies, APIs and experiences.

    For more information, you can read our full pledge to gamers here.


    Kudos to NVIDIA for creating a unique and heartfelt marketing campaign for AMD and Radeon.
     
  2. variant

    variant Gawd

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    It's sad that AMD has to work with those AIB partners that stabbed them in the back. One of the new brands should be called Judas.
     
  3. grtitan

    grtitan Telemetry is Spying on ME!

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    Perhaps a nice reminder to other companies that open standards and fair competition has more value?

    And a reminder of how every single company that works with Nvidia has gotten a big knife in their backs...

    Linus-Torvalds-Fuck-You-Nvidia.jpg

    But, Jen knows his fanbois..

    op6gc.jpg
     
  4. Inacurate

    Inacurate Limp Gawd

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    Just part of doing business!
    Throwing a hissy fit would show no tact, also no tack or professionalism, and give partners reason to pause and reflect. (Which partners have hopefully already been doing after Nvidia tossed out the GPP noose and they put their own necks through it.)

    Culture is as important these days, a lot less so behind the scenes, but when end-users are involved, the right (or wrong) culture can swing a company in very different ways.
     
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  5. griff30

    griff30 I Lower the Boom!

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    I was considering the up coming nvidia GPU for my Ryzen 2700x rig. Now I am thinking of lurking for a Vega64.
    Hard to forget the proprietary Cuda, proprietary PhysX, the list goes on.
    I have used both companies and I will concede that Nvidia does better with games on high end, but I think I'll wait for the competition. Just out of the same kind of fucking spite that is GPP.
     
  6. cjcox

    cjcox [H]ard|Gawd

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    While AMD cards can no longer uses cool names like "Republic Of Gamers", AMD says it's free to use "Lovingly Agile Mighty Elephants" for it's next set of gamer cards.
     
  7. Derangel

    Derangel [H]ard as it Gets

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    "* Real partnerships with real consistency – AMD works closely with AIB partners on equal footing, 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."

    Hmm, what ever could AMD be hinting at there?
     
  8. bugleyman

    bugleyman [H]ard|Gawd

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    nVIdia has better and more feature rich drivers, more efficient GPUs, and an overall stronger product mix.

    But in spite all that, I will NOT buy nVidia products (no matter what random people on the Internet assure me I'm going to do) until they clean up their act. And sure, they won't notice or care if one every-other-generation mid-range buyer like me skips out, but if enough of us tell them to pound sand...well, that is pretty much the only thing they will notice.
     
  9. Zion Halcyon

    Zion Halcyon 2[H]4U

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    AMD saw what Nvidia was doing a while ago.

    Or did you forget that they announced that ASRock would now be making AMD cards?

    I wouldn't be surprised if since losing they're branding through the ggp, they went to some other partners who make motherboards for them to develop graphics cards.

    I have a feeling nvidia's going to be surprised at who is selling AMD graphics cards in a few months.
     
  10. Zion Halcyon

    Zion Halcyon 2[H]4U

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    I don't know about that. I mean the hardware is obvious, but in terms of a more feature and better drivers, I can't help but think that may no longer be the case.
     
  11. arnemetis

    arnemetis 2[H]4U

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    Wish I could have bought an AMD gpu, but they simply don't have anything in the high end 1440p space. Unfortunately Nvidia has decided to be douchebags with their top position.
     
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  12. John721

    John721 [H]ard|Gawd

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    Definitely a clever marketing response to the situation.
     
  13. SolidSnakeUS

    SolidSnakeUS [H]ard|Gawd

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    I don't think this has been the case for the last few years. Radeon drivers have been excellent over the last few years. Hardware and power usage wise, yes Nvidia is still beating AMD, but features, not as much.

    PS - I think this is my first post in like 2 years haha.
     
  14. Shadowed

    Shadowed Limp Gawd

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    Isn't RX 56 and 64 plenty 1440p? I game on a 1070 for 1440p144 and 4k60 and it is slower than those GPU's.
     
  15. FrgMstr

    FrgMstr Just Plain Mean Staff Member

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    I think where the plan is a bit fractured is keeping the AMD motherboard under the ROG branding, which ASUS has said they are doing.
     
  16. arnemetis

    arnemetis 2[H]4U

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    Considering Kingdom Come Deliverance brought me down to the 40s, even without maxing the extra sliders (as discussed in H's review) I don't think I made a mistake. Availability might have also been an issue at the time, since I upgraded in December. Also in my quick check, I'm not seeing an rx 64 with a waterblock so that value is lost too.
     
  17. surfhick reborn

    surfhick reborn [H]Lite

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    There is a flip side to the GPP thing. That's why I'm rooting for AMD. Not going to buy one of their cards soon as I already have a 1080 TI. Next card, though, who knows. I have no plans to upgrade in resolution as I can barely see 4k. All AMD has to do is get past the 1080 TI in performance and I'll consider them for my next card. I don't like what nVidia did but it could very well backfire on them. If AMD does manage to get competitive then nVidia has dug themselves into a hole that they won't be able to escape from. By creating GPP they are also by default creating a unique branding for AMD. So AMD will get its own brand and look good at the same time. It is possible that GPP might someday be seen as inferior and if that happens nVidia won't have the leverage to do anything about it.
     
  18. Zion Halcyon

    Zion Halcyon 2[H]4U

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    I don't know about a built-in waterblock but I have definitely seen EKWB have Vega 64 and 56 water blocks for purchase.
     
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  19. grtitan

    grtitan Telemetry is Spying on ME!

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    Not sure what are you expecting, performance wise, but at that resolution, all the reviews i read point the Vega 64 at the same level or passing the 1080, but not the 1080Ti.
     
  20. digitalwanderer

    digitalwanderer Long Time No See

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    Y'all realize what this really is, don't you? You recognize the importance and significance of this moment?

    This is Chris Hook's final campaign he put together for AMD, the very last one. So far I love it and hope it has some real legs to it and goes long, hard, and well.

    Just thought I'd mention, hadn't seen anyone else mention that aspect of it and I just can't help but keep thinking about it when I'm reading it.
     
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  21. SeymourGore

    SeymourGore 2[H]4U

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    It'd be great fun if the 'AREZ' branding generates more excitement amongst general consumers than the 'Republic of Gamers' branding.

    I'm glad to see the STRIX line of coolers are still a thing for AREZ too.
     
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  22. myterrybear

    myterrybear n00b

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    Of interest Tech of tomorrow just posted a utube video saying he's heard word that the FCC & EU are not going to be looking into the GPP.
     
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  23. bugleyman

    bugleyman [H]ard|Gawd

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    I keep seeing people say this, but that has not been my experience. Not only do AMD drivers not include (or at least not expose in their control center) things like Adaptive Sync @ half fresh, but I continue to have more issues with updating/removing drivers. For example, my son's computer recently ended up in a weird state where the tools version and driver version were mismatched, and removing and then reinstalling the drivers didn't fix it. I had to go dig up and run AMD's cleaning utility and then re-install. Why no just integrate whatever the cleaning utility is doing into the uninstaller? This sort of thing just doesn't happen (for me) with nVidia drivers. YMMV.

    On the other hand: FreeSync. Just gotta spring for a new monitor.
     
  24. Zion Halcyon

    Zion Halcyon 2[H]4U

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    No issues on my end. Maybe it's you?
     
  25. arnemetis

    arnemetis 2[H]4U

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    Guess I was expecting them to have something on par to consider. I also would have entertained it beating out the 1080 ti on price or performance, but neither was true. My card cost $830 in December, which included the waterblock, which was a big factor for me. Anything goes wrong I ship it back to evga block and all, I don't need to think about trying to take it all apart and put the air cooler back on. AMD doesn't have anything that beats the 1080 ti, and the lower price (if it was even available back then, I honestly don't remember) loses value when I have to buy a $125 water block to slap on it to. I will admit I have had nothing but nvidia gpus since my 4400 ti, but bs like the GPP should start to turn opinions of a lot of people.

    Of course with the costs of cards thanks to mining, the whole situation is skewed. Most people are still going to buy what gets them the most value. Can't see many people spending more for an AMD gpu that performs worse, just to stick it to nvidia for this program.
     
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  26. SomeoneElse

    SomeoneElse [H]ard|Gawd

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    Why would they? Its OEM choice to settle in with NVidia or not. If they don't then they move on. It is going to be interesting to see how hard this bites Nvidia in the long run. I was a Team Green proponent for a long time because they were the top dog but now that AMD is starting to gain some ground its looking like more and more everyday that I will be making a switch to AMD. These other competitors are basically running them selves out instead of AMD smashing them. Its almost like the tortoise and the hare. AMD was Steady making progress where Intel and Nvidia are shooting themselves in the foot with flaws / crappy practices.
     
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  27. variant

    variant Gawd

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    I would rather see ASUS disappear into obscurity.
     
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  28. Zion Halcyon

    Zion Halcyon 2[H]4U

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    The thing is, turn off the FPS and unless you are gaming in 4k, I bet the difference between cards is very minimal. The last two G sync vs freesync editorials Kyle has done has confirmed this.

    The reason those are so controversial is because blatant Fanboys of either side get their panties in a twist. But really, when it comes to 1080P or 1440p gaming, much of it is a wash and it comes down to price.

    Only with the top-end in 4k do you really see one pull away from the other. I'm not talking about hard numbers where you have to watch your data instead of using your computer as you wanted. I am talking about someone just playing a game and not knowing or caring what's in the PC. AMD offers the better bargain at low to mid range.

    And since the economy hasn't completely recovered yet but it's only on its way to, still plenty of people willing to bargain build and be perfectly satisfied with a mid-range card at 1440p.
     
  29. Zion Halcyon

    Zion Halcyon 2[H]4U

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    For all the hype I've heard about Asus & how enthusiastic friendly their boards are, the Asus z170 Deluxe was an absolute nightmare to get going for my Intel 6600 K processor.

    Memory compatibility issues, boot issues, even an RMA thrown in for good measure.

    I will never buy another Asus product again.
     
  30. FrgMstr

    FrgMstr Just Plain Mean Staff Member

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    BAM!
     
  31. horskh

    horskh Limp Gawd

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    And if it does very well, expect to see the next version of GPP replace "Gaming brand" with "Arez brand."
     
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  32. GoodBoy

    GoodBoy [H]ard|Gawd

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    Baah ha haa! Told you that AMD could make this work in their favor.. (lol)

    Which if true, means it is legal. It's probably "pro-my-brand", rather than "anti-their-brand".. (without having read it). Which is something all of these companies are guilty of.

    GPP's crappy reputation - matters to the enthusiast market (somewhat)
    GPP and the average joe consumer - "what's GPP?"

    AMD's smooth, well-done marketing promoting all their new AIB GPU partners' brands - matters to the enthusiast market
    AMD's marketing and the average joe consumer - If they even see it "That sounds good.."

    They should be putting all of those bullet points on the boxes of all the GPU's they make from now on. It makes me feel a little better about AMD's future, that they can work this to their advantage. But it's just PR... They are selling all the GPU's they can make at the moment... let's hope some of that profit goes into R&D. No telling how long the sweet mining rush will last...

    But it's us in the Enthusiast market that are keeping an eye on how this plays out.. I'm sure someone knows how big of a piece of each companies' bottom line, the Enthusiast GPU market accounts for. Depending on how big of a piece that is, even if all of you buy AMD the next time around, it might be a small enough chunk as not to matter... If the mining craze continues, if you don't buy that new nVidia card, someone who is mining will... Just pointing out that I think those are futile efforts...
     
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  33. SomeoneElse

    SomeoneElse [H]ard|Gawd

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    Yep completely agree, I run a 1440 setup and can still pay games on 3-4 yr old tech. A lot of my games I play are still comfortably playable at 1440p and high or ultra settings. I have Freesync monitor at 144 Hz but a 980Ti, don't care because i don't need to use the external sync on the monitor to enjoy the games....
     
  34. IKV1476

    IKV1476 Lurker

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    Lisa Su has the magic sauce.
    She sure seems to have things under control for AMD these last couple of years, I really hope she and her team can continue to make great gains and really stick it to Nvidia and Intel.
    Not saying what ever AMD does is perfect but they seem to be less shady then the other two.
     
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  35. ChadD

    ChadD [H]ardness Supreme

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    You know that is exactly what Intels lawyers said.... Its Dells choice to take our "rebate" cheques. Its their choice to agree to not use any AMD parts in X Y Z market segments. MS also had lawyers that said... they all have a choice. Of course OEMs can install any OS they like, its their choice to opt into our prefered vendor programs.

    I am glad to see more people paying attention to AMD GPUs. I have always felt they made the best product even during cycles when NV was/has been winning the benchmarks in general. Benchamrks are mostly BS no one can really see single digit performance differences in the vast majority of games. NV has a history of getting developers to add NV specific optimizations that degrade Image quality, and cheat in places they assume no one will notice. It seems to me that every AMD generation things go much the same way... NV appears to beat them up in the same 10 benchmark games 99% of the tech review sites use. 6 months later if you re run the same tests on those same games with newer patches some how the performance delta is a lot closer even though no specific AMD code is mentioned in the patches. (although fixes to IQ seem to be mentioned all the time) And if you run games released a year later... the AMD cards all of a sudden out perform the same year old NV cards.
     
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  36. jardows

    jardows [H]ard|Gawd

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    But considering how bad their PR and marketing have been the last many years, it seems even more impressive.

    Prioirty 1 - Fix the technical problems with the products. Check!
    Priority 2 - Fix our marketing and PR departments. Looks like a Check!
     
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  37. dgz

    dgz [H]ardness Supreme

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    I just want to buy a couple of good Ryzen laptops. I've been holding on for almost two years now. Really don't feel like giving Intel any money. Where are the good Ryzen laptops?
     
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  38. blackacidevil

    blackacidevil Gawd

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    Even though I'm currently running a 970, this is my first Nvidia GPU since having a 6600GT.

    NV 6600GT > ATI 1950Pro > 3870 > 4870 > 4870X2 + 4870 TriFire (that was a bitch though) > 6950 > GTX970.

    I don't remember having issues with ATI/AMD drivers aside from trying to get TriFire to work.
     
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  39. Bielzebuddha

    Bielzebuddha [H]Lite

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    Lamest. Fucking. Excuse. Ever.
     
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  40. cdr_74_premium

    cdr_74_premium [H]ard|Gawd

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    If you ever find out, please let me know.
     
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