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NVIDIA once ridiculed to say that he is actually more of a software company. Now, AMD has put forward a similar point of view, but it is definitely not to not do hardware, but to strengthen software optimization and give full play to the potential of the hardware.
AMD recently launched two rounds of promotions and bundled its Radeon HD 7000 series graphics cards with a variety of hit titles. This shows that AMD hopes to strengthen its cooperation with independent software developers and optimize their graphics cards to perform better. Efficiency.
John Taylor, AMD’s director of global business marketing, said that in the future, he will continue to optimize the software and tap more performance from the APU instead of simply designing new products. The R&D resources are also shifting toward software. AMD will fully support the APU from both development tools and application software, and the launch of Richland APU has also done a lot of work on the software side.
When talking about the game bundled sales plan, he said: "With the continuous creation of top-level game titles, we will continue to cooperate with them. For our (graphics card) drivers, this can be shared among a large number of products. Consumers can enjoy two to three years after purchase, making AMD a true soul to the game market from multiple angles. We hope to deepen cooperation with gamers, not just developers."
AMD’s efforts have also been rewarded, and catalyst-driven continuous updates in recent months have brought about a very wide and significant increase in game performance. John Taylor also emphasized that game developers use AMD hardware to design games, which means that future games will automatically optimize for A cards.
The console market is also occupied by AMD: Nintendo Wii U uses AMD GPUs, and the recently released Sony PS4 is using a powerful, truly integrated APU that AMD has never released. It is expected that Microsoft's next-generation Xbox will also be based on AMD APUs. Obviously, the appeal of the game console will allow a large number of developers to optimize the design of AMD hardware.
In fact, AMD pays more attention to the "soft power" approach and nothing special. Intel has always valued the software ecosystem for many years. What's more, AMD is pushing for the heterogeneous integration of HSA computing, and it needs the support of software development.