Articles :: Are AMD and ATI About to Become Extinct? ::

Doc Overclock · 01-29-2009 · Category: Guides

The old war between ATI and NVIDIA may be coming to an end as ATI steps farther and farther away from game developers and he gaming community, and not having any leading edge technology other than DX 10.1 as an appeal, combined with limited games with the ATI logo are becoming more noticeable every new game launch. NVIDIA has now introduced PhysX technology that works exclusively on NVIDIA VGA cards and that combined with their gaming partnerships will propel them ahead of ATI by offering more bang for the buck across the board. I fear we may be seeing the end of ATI, much sooner than expected. Their All In Wonder division has been sold off due to poor internal support and lack of top end leadership, and John Swimmer the one man who was always the sole of the project will be sorely missed by many of us in the industry, hats off to you mate if you read this. ATI is slipping fast, and if they cannot license or develop their own type of PhysX engine and start working with the media and gaming companies, they will sink even faster by way of the natural state of the current financial situation unfolding here on American soil and where people will be willing to spend their money.

AMD also an underdog, are also losing steam and even the introduction of a fancy new CPU is barely keeping the ship afloat in a wave of Intel based systems dominating the entire market from top to bottom with AMD barely a player in the big game anymore. This is not entirely their fault, the world and the PC world at large is a changing beast, one that has shrunken down as more and more people own PCs. Well Bill Gates has his wish, and just about everyone has some type of computer in their house, which being said means the amount of PC components being consumed by consumers has slowed down to a trickle of the market it once was. Less consumption with less demand for new parts has gotten the supply and demand market reeling in shock as the supply for parts is overwhelming and the demand has slowed down to a fraction of what it was five years ago.

Here is the killer for AMD though; the PC parts being sold are majorly bought by enthusiasts and the overclocker's, one market Intel owns in this time frame for the high-end CPU market. Sure there are some low end system being sold to the low end, and strictly email Sally, Joe word user market, but this is not where the profits are by any means. Overclocker's and enthusiast users always want the best and fastest CPUs with the most features and headroom for overclocking and Intel is the choice CPU for this market. Now, when you have control of the high-end CPU market that is where the profits are these days as the people who tweak out and Overclock the hell out of their CPUs are the majority buyer. Both ATI and AMD have lost touch with the core market and the people who helped get them where they are today and that is going to be a big mistake on their part. With Intel now working with NVIDIA, AMD chipsets, never the greatest of motherboard chipsets in any case will fade even further from the end user market as NVIDIA and Intel unleash a series of X58 motherboards, motherboards that offer better features and Overclock options than anything AMD currently has on the market. So now both the high-end chipset and CPU market are owned by Intel and NVIDIA, both the sole competitors in the ATI/AMD struggle for dominance. Are AMD and ATI about to become extinct? My money says if they do not change their Modus operandi very soon they will follow so many companies that have fallen off the map due to bad public relations and loss of sales. For many years I favored ATI over NVIDIA for many reasons such as their better overall visual quality and their ability to offer better text in XP. Lately though I have seen a change in NVIDIA. Text in Windows Vista has better and clearer text when using an NVIDIA based VGA card and now with PhysX and 3D gaming in hand, I admit my system now sports an NVIDIA card, something that has not been seen since the launch of the 9700 back in 2002. As famous poet once said; All good things must come top and end. I hope ATI gets back in the game so to speak, but only time will tell if they can rebound and make a play.