Thursday, September 17th 2009

DirectX 11 Won't Define GPU Sales: NVIDIA

Sep 17th, 2009 08:21 Discuss (194 Comments)

"DirectX 11 by itself is not going be the defining reason to buy a new GPU. It will be one of the reasons." This coming from the same company that a few years ago said that there was every reason to opt for a DirectX 10 compliant graphics card, to complete the Windows Vista experience, at a time when it was the first and only company to be out with compliant hardware. In the wake of rival AMD's ambitious Evergreen family of DirectX 11 compliant graphics cards being released, NVIDIA made it a point to tell the press that the development shouldn't really change anything in the industry.

Speaking at the Deutsche Bank Securities Technology Conference, NVIDIA's VP of investor relations said "DirectX 11 by itself is not going be the defining reason to buy a new GPU. It will be one of the reasons. This is why Microsoft is in work with the industry to allow more freedom and more creativity in how you build content, which is always good, and the new features in DirectX 11 are going to allow people to do that. But that no longer is the only reason, we believe, consumers would want to invest in a GPU."

"Now, we know, people are doing a lot in the area of video, people are going to do more and more in the area of photography… I think that the things we are doing would allow the GPU to be a co-processor to the CPU and deliver better user experience, better battery life and make that computers little bit more optimized," added Mr. Hara

NVIDIA, which was until very recently a firm believer in graphics processing horsepower to serve as the biggest selling points of new GPUs, now switches its line on what it believes will drive the market forward. All of a sudden, software that rely on the raw computational power of GPUs (eg: media transcoding software), and not advanced visual effects that a new generation API brings with it (in games and CGI applications), is what will drive people to buying graphics processors, according to the company.

Mr. Hara concluded saying "Graphics industry, I think, is on the point that microprocessor industry was several years ago, when AMD made the public confession that frequency does not matter anymore and it is more about performance per watt. I think we are the same crossroad with the graphics world: framerate and resolution are nice, but today they are very high and going from 120fps to 125fps is not going to fundamentally change end-user experience. But I think the things that we are doing with Stereo 3D Vision, PhysX, about making the games more immersive, more playable is beyond framerates and resolutions. Nvidia will show with the next-generation GPUs that the compute side is now becoming more important that the graphics side."

The timing of this comes when NVIDIA does not have any concrete product plans laid out, while AMD is working towards getting a headstart with its next-generation GPUs that are DirectX 11 compliant, and also has compliance with industry-wide GPGPU standards such as DirectCompute 11 and OpenCL.

Source: Xbit Labs

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194 Comments on DirectX 11 Won't Define GPU Sales: NVIDIA

#176

Binge

Overclocking Surrealism

YOU, Mailman, won't define GPU sales! :laugh:

#177

Mussels

Freshwater Moderator

TheMailMan78Its the thread that never ends. It just goes on and on my friends.

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#178

Scrizz

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you sir, are officially BANNED!
:laugh: :toast:

#179

a_ump

yea, i'm definitely getting an HD 5870, but just because i can't play stalker:CS maxed. And i'm just upgraded my mobo to help oc my cpu more as well as acooler, so i'm only getting cause my 7800GTX is killing me lol.

#180

15th Warlock

This is all so interesting, it's so good to see Ati and nVidia trading punches like back in the old days.

Reminds me of the time Ati beat nVidia by releasing the better DX9 solution (the good old 9700Pro) and made nVidia FX cards look like crap. IMO those events started a golden age of video card releases including classics like the X800 and X1900 series and the 6800, 7800 and 8800 series.

Lately it felt to me like we had hit a wall, and little progress was being made in terms of graphic card's evolution.

We are on the verge of a new revolution, whoever wins this match wont matter, as we as consumers win!

#181

Kitkat

15th WarlockReminds me of the time Ati beat nVidia by releasing the better DX9 solution (the good old 9700Pro) and made nVidia FX cards look like crap. IMO those events started a golden age of video card releases including classics like the X800 and X1900 series and the 6800, 7800 and 8800 series.

9800 Pro,1650 ,X1950, 4850, 4870 SweetSpots :) and 9800 was the shhhhh

#182

ste2425

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sad thing is i got half way through without realising its all the same :shadedshu

#183

Frizz

They really do have a point, a few FPS won't really do anything because the army of rebranded cards that they have on sale currently will drop price by a huge margin. Everyone will be capable of running the latest games at 60fps even mainstream users when AMD's latest series is released I've never imagined prices for good performing GPU's will actually drop below 150 AUD but its here now.

I don't know about NVIDIA but I sure as hell wanna be able to start seeing multi-core GPUs and lifelike graphics at 60FPS in the next few years to come.

#184

leonard_222003

I remember the days when AMD bought ATI , there was talk about how Nvidia fears AMD and Intel , probably nobody understood at the time what was to fear about AMD being almost bankrupt , but still rumors said Nvidia fear the year to come , well it seems they were right to fear them , AMD's knowledge from CPU's seems to give them an advantage in GPU's too.
If you look at the progress they had it's always in GPU arhitecture and fabrication , Stream is shit compared to Cuda and their atempts with havok are pointelles compared to a working physx , so good job AMD , i feel they will battle with Nvidia in price again , again Nvidia can do a huge GPU but it will be too expensive to make , integrators will complain about how they don't make money and problems problems.

#185

Bo_Fox

LOL!!! Over at Xbitlabs.com, I posted a comment saying

Anton, you better remember this article because in a few months from now, Nvidia will be claiming that DX11 is all-important with their GT300 cards!

Nvidia's just saying it now to hurt ATI, and Nvidia thinks that with their greater marketing power, they will have no problem turning the mindset around in making us think that we need their new GT300 cards for DX11 games.

Then a guy replied:

I think you guys are missing the point. Hara was likely saying that DX11 is only one facet of next gen, people also need to consider their graphics card is capable of of making their PC a supercomputer for things like video transcoding and processing, or adding higher levels of immersion through proprietary techs like PhysX and 3dVision.

-Rollo
NVIDIA Focus Group

www.xbitlabs.com/news/video/display/20090916140327_Nvidia_DirectX_11_Will_Not_Catalyze_Sales_of_Graphics_Cards.html

LOL, was that just coincidence or was it because of me that I actually got a Nvidia sales rep to defend Nvidia over at Xbitlabs? Or is Rollo just joking around and not really part of so-called "NVIDIA Focus Group"?

You guys decide! :D

#186

FordGT90Concept

"I go fast!1!11!1!"

DX11 really isn't that important, no. Most games are still DX 9.0c as proof of that. What people are looking for, especially with LCDs, is acceptable framerates at higher resolutions. Yes it has to play the game too but it will be quite some time before DX11 sees serious use.

TheMailMan78Its the thread that never ends. It just goes on and on my friends.

Lamb-chops outro! :D

#187

Bo_Fox

FordGT90ConceptDX11 really isn't that important, no. Most games are still DX 9.0c as proof of that. What people are looking for, especially with LCDs, is acceptable framerates at higher resolutions. Yes it has to play the game too but it will be quite some time before DX11 sees serious use.

Just wait 'til you see how much Nvidia emphasizes DX11 when they market their new GT300 cards!!! That's the way it's always been, my friend!

#188

trt740

both are true

#189

jagd

Blame vista :laugh: ,win xp =DX 9.0c , DX10 /10.1 =vista only now .Game companies will not make a game for limited user base .
win7 launch may change things with all the hype around it.

FordGT90ConceptDX11 really isn't that important, no. Most games are still DX 9.0c as proof of that.

#190

FordGT90Concept

"I go fast!1!11!1!"

Bo_FoxJust wait 'til you see how much Nvidia emphasizes DX11 when they market their new GT300 cards!!! That's the way it's always been, my friend!

CEO said it's not important; marketing says it is. As trt740 said, both are true but not from the same mouth.

jagdBlame vista :laugh: ,win xp =DX 9.0c , DX10 /10.1 =vista only now .Game companies will not make a game for limited user base .
win7 launch may change things with all the hype around it.

I believe the lion share of developers/publishers won't want to abandon Win XP even two years after Win 7 release. Seriously, I doubt support will stop for XP until Microsoft pulls the plug. Only then will there be a sharp drop off of developer/publishers making DX9 games.

#191

eidairaman1

The Exiled Airman

peh, the only reason they are saying that now is because they are behind in tech advancement.

#192

niko084

TheMailMan78People are going to say this is sour grapes. That they (Nvidia) is just saying this because they do not have a DX11 GPU out before ATI. However I honestly think they may be just speaking from their past experience with DX10.

Good find BTA.

Of course they are, it was an entirely different tune with Dx10.

#193

yogurt_21

btarunr"DirectX 11 by itself is not going be the defining reason to buy a new GPU. It will be one of the reasons." ....
Source: Xbit Labs

roughly translated "were quite happy with the sales of our current cards and we're not going to change anything until someone lights a fire under our butts and makes us!"

#194

Hayder_Master

nvidia want to say " please stop buying new ATI card's just wait for me" :cry:

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