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Interview: AMD on Game Development and DX11

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Rotcrack 6th January 2010, 13:14 Quote
He was quite nice about Intel :D
I'm looking forward to this new "fastest" graphic card.
yakyb 6th January 2010, 13:32 Quote
sounds like a decent bloke nice interview

makes me want to stick to ATI for a while yet interesting that they have sold 800,000 DX11 cards so far

also interesting that he refers to Nvidia as a marketing machine i feel it would do ATI a whole world of good to improve here a little
der_george 6th January 2010, 13:45 Quote
I just read the whole thing.
A real ++ for AMD in my opinion. That is one honest guy. I think the first interview in a while where a guy from a tech-company admits mistakes on their behalf.
I want more Interviews from Techguys and less marketingblurb.
Nice one Bit-Tech and AMD!
NickCPC 6th January 2010, 13:51 Quote
Indeed, I was also really impressed by the guy - modest and willing to admit mistakes gets a bit thumbs up. I personally like companies that are a little more modest and AMD/ATI certainly are that - let's hope they stay like this! Over the last 20 or so PC specs I've drawn up for friends, not one has had a nVidia GPU. It'll stay this way for the immediate future at least :D
mi1ez 6th January 2010, 13:51 Quote
Really good interview, interesting to hear his views on Nvidia's MSAA and PhysX tactics.
wuyanxu 6th January 2010, 13:54 Quote
really in-depth interview, and all responses are really well thought out.

and i can't wait to see a real open standard with ATI graphics doing some of the physics in games. from the look of he's response, looks like they want to have an engine that works together, multi-core CPU and GPU. hopefully ATI will not push its fusion too hard and have just as good physics performance on Intel machines with ATI graphics.
tad2008 6th January 2010, 14:24 Quote
Great interview and good to see AMD/ATI holding their hands up to mistakes, though it doesn't help them with the majority of consumers who won't benefit from reading articles like this. Personally, I am still waiting to hear more about their all in wonder series of cards, especially here in the U.K. as I know they released one over in the U.S. and even a 5850 version would suit me to the ground. I can't help love the AIW cards as they were the only cards to provide real-time TV images which meant I could plug my console in to my old AIW, something you can't do with a standard TV card due to a 2-3sec of lag.

Enough of my little rant there, looks like 2010 will prove to be an interesting year for both graphics and games.
pizan 6th January 2010, 14:34 Quote
I loved "the fastest graphics card you can buy" line...is he implying that people won't be able to afford nVidia's top card?
Digi 6th January 2010, 14:40 Quote
Long live AMD/ATI. Nice interview. Seems like he had a hint that Larrabee might not be as dead as people think it is? Would be an interesting reversal for Intel and probably generate negativity from investors just getting over the shock of wondering where their money already went.
V3ctor 6th January 2010, 14:46 Quote
Really nice interview, he seems a nice guy, and a honest guy. He talks about nVidia's propaganda being too much, but I think AMD/ATi could do a little bit more advertising...

Anyway great interview, and thanks for the HD5870 :D I love it
Skiddywinks 6th January 2010, 15:21 Quote
Quote:
Originally Posted by Digi
Long live AMD/ATI. Nice interview. Seems like he had a hint that Larrabee might not be as dead as people think it is? Would be an interesting reversal for Intel and probably generate negativity from investors just getting over the shock of wondering where their money already went.

Larrabee isn't dead. The hardware part everyone was expecting, sure, but Larrabee as an idea and as an architecture is far from done as far as Intel are concerned.

Great interview. I think he repeated some of his points a few too many times (I heard you say nVidia are marketing lead the first time!), but it was very refreshing to see an honest interview that wasn't just a load of clever word tricks with him saying loads of nothing. Also, much respect for being honest about Arkham Asylum and The Saboteur. The problems already happened, so I don't see why big wigs are always so afraid to talk about them afterward. It was a very interesting read.
Dave_M 6th January 2010, 15:32 Quote
Quote:
Originally Posted by yakyb
also interesting that he refers to Nvidia as a marketing machine i feel it would do ATI a whole world of good to improve here a little

Think about creative. They must be about 90% marketing people and between the marketing and the software, they really ruin whatever decent hardware they have underneath.
Chocobollz 6th January 2010, 15:35 Quote
I agree with most of the people here, this interview is a nice one! It makes me respect them more and more, they're being honest and tries to respect their competitors, even when they're in a better positions at this time; not like their competitors who just barking and saying they would open a can of whoop-ass! LOL

One thing though, how the hell there's a banner (or image or whatever) about their competitor's campaign here? I'm talking about those TWIMTBP image on the first page. It's like you're trying advertise NVIDIA while talking to them. LOL

Other than that, I found this article as a nice readings. Thank you! :-)
Scootiep 6th January 2010, 15:54 Quote
Quote:
Originally Posted by yakyb
sounds like a decent bloke nice interview

makes me want to stick to ATI for a while yet interesting that they have sold 800,000 DX11 cards so far

also interesting that he refers to Nvidia as a marketing machine i feel it would do ATI a whole world of good to improve here a little

You really don't want that. While marketing is essential for moving product off the shelves and into consumer's hands, it should never be allowed to control development as much as NVIDIA allows it to. It destroys ethics and replaces sound engineering direction with "identity direction". This is just a fancy way of saying that everything has to revolve around a particular image of the company and it's worthless. I like AMD/ATI's current marketing strategy, let the products performance and value speak for itself.
paisa666 6th January 2010, 16:21 Quote
Eyefinity what??... wth??.. was i in a comma or something?

Is this Eyefinity kits something like the succesors of Spider and Dragon sytems?

Great interview Guys
tron 6th January 2010, 16:29 Quote
Excellent interview. Seems like an honest and decent guy, and very tactful regarding NVIDIA.
Neogumbercules 6th January 2010, 16:29 Quote
I think my next card will definitely be an ATI
Cyberpower-UK 6th January 2010, 16:39 Quote
Marketeering is why you get less bang for your buck with nVidia. Every time you buy a TWIMTBP title an 8800 dies.

Misguided quote of the decade: "a PC should just work"
Passarinhuu 6th January 2010, 16:41 Quote
Never thought I would actually read the whole interview, but I found it amazingly interesting from top to bottom. Nice one AMD/ATI, you're playing your cards perfectly at the moment :)

+1 rep
flibblesan 6th January 2010, 16:42 Quote
Fantastic interview and I really love the responses. My next video card will certainly be a 5770 or a 5850 depending on funds.
yakyb 6th January 2010, 17:19 Quote
Quote:
Originally Posted by Scootiep
Quote:
Originally Posted by yakyb
sounds like a decent bloke nice interview

makes me want to stick to ATI for a while yet interesting that they have sold 800,000 DX11 cards so far

also interesting that he refers to Nvidia as a marketing machine i feel it would do ATI a whole world of good to improve here a little

You really don't want that. While marketing is essential for moving product off the shelves and into consumer's hands, it should never be allowed to control development as much as NVIDIA allows it to. It destroys ethics and replaces sound engineering direction with "identity direction". This is just a fancy way of saying that everything has to revolve around a particular image of the company and it's worthless. I like AMD/ATI's current marketing strategy, let the products performance and value speak for itself.

i never said to increase marketing at the expense of development but to up marketing a little would help a fair bit


take for example the scan home page 3 of 5 ads on the ticker thing feature nvidia products would it harm development to have a single 5800 add on there
okenobi 6th January 2010, 17:25 Quote
Whilst I appreciate the interview, I can't help but feel the proof is in the pudding.

I used to work in pro-audio and looking at marketing there is very interesting. The companies with the best marketing usually win, regardless of their products. Pioneer DJ is classic example. Their products are outperformed by other brands in a lot of areas, but people still buy them and they are considered the defacto standard.

In fact every market you look in has examples of marketing triumphing over features/tech/spec/whatever. He who shouts loudest! Apple is possibly the most obvious example of this in the last decade.

Anyway, point is March is when we find out what's really going on. Having read the architecture analysis here a couple of times, I hope we get something similar on Fermi from bit-tech. I have a feeling that the 5 series could be a watershed moment in the GPU industry. Eyefinity is a great idea and then there's the sheer genius of the tech. Plus the power consumption thing is getting to be a bigger and bigger issue.

I'm routing for ATI, but AMD could do with pulling something out of the bag this year....
erratum1 6th January 2010, 17:57 Quote
Quote:
Windows 7 is a great operating system - I had six months before I met my first bluescreen

This made me lol. An operating system that actually works! Wow, what next?

They should put that quote in the windows 7 ads, the ones with the little girl in, haha.
Matticus 6th January 2010, 18:32 Quote
Quote:
Originally Posted by erratum1
Quote:
Windows 7 is a great operating system - I had six months before I met my first bluescreen

This made me lol. An operating system that actually works! Wow, what next?

They should put that quote in the windows 7 ads, the ones with the little girl in, haha.

I have never had a blue screen on 7, or vista. I wonder what people do to actually get them lol.

It was a nice interview, the guy seems like a nice chap and gave good answers.

I hate all this nvidia only AA, and physX only if you have an nvidia card, then with AMDs response it is going to make things more difficult for the consumer. In tests for each of the companies they can say "yes this type works perfectly for our cards because we made it specifically for it" but in the real world its going to be "why the hell does this not work like it is supposed to", it will make game makers either choose who to side with or go to trouble of adapting each companies new tech all the time. I bet that's when mr developer says to himself "wouldn't it be easier to just code this for a closed system... like a console".
dec 6th January 2010, 18:47 Quote
really in-depth interview.
i bet this guy could do stand up tech comedy. nvidia bashing makes me lol.

I think i read the word "enabling" so much that i want to ask this guy if he can enable all of us to get 5870's for a very small amount (or none) of money. :)
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