NVIDIA today announced that it’s pulling the plug on it’s much controversial GeForce Partner Program, otherwise known as GPP. In a blog update, team green claimed that rather than “battling misinformation” it has decided to end GPP.
As per NVIDIA, GPP’s goal was to make sure that consumers made the right choice while buying video cards. NVIDIA claims that it asked it’s board partners “to brand their products in such a way that it would be crystal clear”. Furthermore, the GPU manufacturer also reported that most board partners had already agreed to GPP.
The company explained in the blog post that each partner had their own brand and GPP didn’t change that. However, they are pulling the plug on GPP to make sure the company’s image isn’t tarnished and it doesn’t distract anyone from the “super exciting work” they’re doing.
Now lets sum up. GeForce Partner Program pops up in the form of a leak, courtesy of AMD, and suddenly many third party manufacturers ditch AMD cards from their gaming brands. We all know that the bulk of graphics card sales are made in the form of gaming cards, such as the Zotac AMP! Extreme, Asus ROG, etc. That’s not just since those cards have the fancy RGB lighting, but because they are often factory overclocked and have better thermals and performance than the regular non-gaming cards.
That would have definitely affected the consumer choice, at least that of less informed ones for sure. NVIDIA’s board partners might not have said anything up front but to counter GPP they started a bunch of new brands especially for AMD cards like the Arez brand of Asus cards. AMD even in their blog asserted their dedication to PC gaming and renouncing NVIDAI’s practices.
The crux of the matter however is that at the moment AMD has no competitive graphics cards in the high end segment. The mid range Radeon RX 500 series too is rebranded and fairly dated. Vega more or less failed to impress and the 7nm Vega cards are aimed for machines learning and other related tasks.
So for now, seems like enthusiasts will have to look towards NVIDIA for graphics cards, and game, “The way it’s meant to be played”.
The blog post goes like this:
A lot has been said recently about our GeForce Partner Program. The rumors, conjecture and mistruths go far beyond its intent. Rather than battling misinformation, we have decided to cancel the program.
GPP had a simple goal – ensuring that gamers know what they are buying and can make a clear choice.
NVIDIA creates cutting-edge technologies for gamers. We have dedicated our lives to it. We do our work at a crazy intense level – investing billions to invent the future and ensure that amazing NVIDIA tech keeps coming. We do this work because we know gamers love it and appreciate it. Gamers want the best GPU tech. GPP was about making sure gamers who want NVIDIA tech get NVIDIA tech.
With GPP, we asked our partners to brand their products in a way that would be crystal clear. The choice of GPU greatly defines a gaming platform. So, the GPU brand should be clearly transparent – no substitute GPUs hidden behind a pile of techno-jargon.
Most partners agreed. They own their brands and GPP didn’t change that. They decide how they want to convey their product promise to gamers. Still, today we are pulling the plug on GPP to avoid any distraction from the super exciting work we’re doing to bring amazing advances to PC gaming.
This is a great time to be a GeForce partner and be part of the fastest growing gaming platform in the world. The GeForce gaming platform is rich with the most advanced technology. And with GeForce Experience, it is “the way it’s meant to be played.”