What is the "GeForce Partner Program" problem NVIDIA is trying to shut out AMD from gaming brands?

Gaming PC related information site[H] ardOCPBut,"GeForce Partner Program"NVIDIA has adopted a partnership with related manufacturers in the gaming market called gaming market, thereby posting an article saying" We are trying to lock out the rival AMD graphic board from the market "and gave a big reaction. There are many opinions that view GeForce Partner Program as domineering of NVIDIA, and there are even voices pointing out anti-monopoly law violations.

[H] ardOCP: GeForce Partner Program Impacts Consumer Choice
https://www.hardocp.com/article/2018/03/08/geforce_partner_program_impacts_consumer_choice/

NVIDIA GPP Ignites Uproar & amp; Calls for Boycott as AIBs Begin Signing on
https://wccftech.com/nvidia-gpp-ignites-uproar-calls-for-boycott-among-pc-gamers/

MSI Is Saying Some Crazy Things About AMD Graphics Cards
https://www.forbes.com/sites/jasonevangelho/2018/03/25/msi-is-saying-some-crazy-things-about-amd-graphics-cards/

The existence of the GeForce Partner Program (GPP) was closed up is an article posted by [H] ardOCP on March 8, 2018. [H] ardOCP to examine the content of GPP, Mr. John Tibre of Marketing Director of NVIDIA PartnerarticleI quote it. According to Tibble, GPP is a partnership with NVIDIA partners such as graphic board makers to ensure high quality of GPU platform and software, and PC gamers gain high quality gaming environment through the presence of GPP It can be a guide. However, according to Mr. Tible, the condition "subject to GPP only if NVIDIA brand and partner brand are consistent" is imposed.

At first glance it seems like a very good effort to guarantee stable gaming performance to users, but [H] ardOCP talks to experienced stakeholders involved in PC hardware business for over 20 years I heard that most people shut their mouths when trying to hear it. From the story of anonymous people that there is a danger of losing their jobs due to retaliation from NVIDIA, many industry stakeholders believe that the content of the GPP violates the Antimonopoly Act, It will be confusing to companies that do business with AMD and Intel. "

Although the detailed content of GPP has not been clarified, manufacturers participating in GPP are not promised financial support for NVIDIA's graphic board preferential provision and sales promotion It is speculated that. And it is pointed out that there has been an accident in the manufacturer's gaming brand strategy that it can be inferred that they accepted GPP.

For example, in the case of GIGABYTE, we use "AORUS" as an in-house brand for gaming PCs, and we are applying sales strategies by applying the AORUS brand on gaming motherboards and gaming PCs as well as graphic boards. However, when GIGABYTE recently sells the "Radeon RX 580" graphic board which adopted the AMD chip, the product does not have the AORUS brand.


And the AORUS logo disappeared from the Radeon RX 580 loading model even in "Gaming Box" which uses the Thunderbolt 3 port to attach the graphic board externally.


In contrast, models equipped with NVIDIA's GeForce 1070 and 1080 are AORUS brands.


About this strange differenceComputer Base asked GIGABYTEI heard that there was a response saying "Gaming Box RX 580 is not focusing on gamers". However, this answerGaming Box RX 580 product pageComputer Base points out that consistency with the phrase "change Ultrabook to game platform!" Or "upgrade gaming experience" can not be made.

Mr. Tible's remarks that GIGABYTE once received sales of the AORUS brand RX 580 but started suddenly beginning to exclude the brand, "It will only be applied to GPV if the NVIDIA brand and partner brand are in agreement" It seems to be a hint. This remark seems to differentiate NVIDIA and its partners to newly create brands targeted for GPP and to differentiate them to users. However, it is virtually possible to switch the conventional gaming brand to a brand based on GPP with NVIDIA. In other words, rather than "creating a new brand for GPP, we will dedicate the traditional gaming brand to NVIDIA and remove AMD from the lineup" to satisfy the GPP agreement. I do not know if NVIDIA is going to make such a change, but it has received a lot of opposition from Reddit and others, saying that AMD will be excluded from the gaming scene by dedicating each manufacturer's gaming brand to NVIDIA.


Also, MSI India is official on Facebook, who condemns that MSP also joins the GPP, "NVIDIA GPU is missing in performance, and those who choose products with lower performance are There is nothing like happening anywhere, like Google and Facebook. " Furthermore, in response to the question "Does GPP not make AMD's graphic board in the future? Will not every notebook PC and desktop become NVIDIA graphics?", "According to performance, MSI will do so You can also do it. "


For NVIDIA 's GPP strategy, which seems to be such blundering AMD crushing, opinions have been issued that overlap with examples of Intel and AMD. Intel told PC makers such as Dell, HP, NEC and others "Do not adopt AMD's products" as paying rebates in return for it is against the EU competition law to prevent unfair competition In 2009Fight of 1 billion euro (about 140 billion yen)Was imposed. GPP of the problem, the other party is also odd-even the same thing with AMD, but those that do not not receive the same sanctions as Intel, and is not preferable for the gaming PC industry will be to narrow the user's choices, criticism of the behavior of NVIDIA The voice is rising.

· Continued
AMD implicitly criticizes mysterious semiconductor makers seeking "exclusion of gamer taxes", a new brand "AREZ" appeared from ASUS - GIGAZINE