AMD is reportedly shifting its priorities for its Radeon graphics division. In an interview with Tom’s Hardware, Jck Huynh, Senior Vice President and General Manager of Computing And Graphics Business Group, AMD, said that the company has no plans on chasing its rival, NVIDIA, in the enthusiast GPU market but rather, it wants to build up its market share within the market.
Huynh’s candor on the subject isn’t exactly groundbreaking news. For the past several years, AMD’s graphics division has been playing catch up with NVIDIA in the flagship GPU market, the latter being the dominant market player. For context, Team Green currently holds 88% market share, while Team Red holds the rest.
“I’m looking at scale, and AMD is in a different place right now. We have this debate quite a bit at AMD, right? So the question I ask is, the PlayStation 5, do you think that’s hurting us? It’s $499. So, I ask, is it fun to go King of the Hill? Again, I’m looking for scale. Because when we get scale, then I bring developers with us.” – Jack Huynh
While it wasn’t made clear, it’s pretty apparent that AMD is shifting its focus on churning out more mid-range Radeon GPUs that are also more affordable. It’s a move that could change the red chipmaker’s fortunes, especially when you take into account its efforts for its software development; its latest upscaling technology, FidelityFX Super Resolution 3 (FSR3) is virtually on par with NVIDIA’s own DLSS 3.5 and unlike the latter, it isn’t limited to a single GPU generation or hardware encoded, and is usable on all graphics card, old and new.
Huynh also made it clear that by shifting its focus, AMD isn’t trying to sideline enthusiast PC gamers. The brand will still have something for them in the future, but as to when that is, he isn’t giving specifics. “One day, we may. But my priority right now is to build scale for AMD. Because without scale right now, I can’t get the developers. If I tell developers, ‘I’m just going for 10 percent of the market share,’ they just say, ‘Jack, I wish you well, but we have to go with Nvidia.’ So, I have to show them a plan that says, ‘Hey, we can get to 40% market share with this strategy.’ Then they say, ‘I’m with you now, Jack. Now I’ll optimize on AMD.’ Once we get that, then we can go after the top.”
(Source: Tom’s Hardware)
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