Tuesday, April 17th 2018

ASUS Announces the AMD-Exclusive 'AREZ' Brand for Radeon Graphics Cards

ASUS today announced AREZ, a new brand identity for ASUS Radeon RX graphics cards. Derived from Ares, the Greek god of war, AREZ-branded graphics cards are built using industry-leading automated manufacturing to provide AMD gamers and enthusiasts with superior cooling technology and a robust software ecosystem. The new AREZ brand underlines the strong working partnership between ASUS and AMD that spans decades. Gamers and enthusiasts will enjoy a combination of exclusive ASUS innovations and technologies and AMD's Radeon graphics processors and software.

"Gamers around the world rally behind AMD Radeon because of what the Radeon name stands for: a dedication to open innovation such as our contributions to the DirectX and Vulkan APIs, a commitment to true transparency through industry standards like Radeon FreeSync technology, and a desire to expand the PC gaming ecosystem by enabling developers to take advantage of all graphics hardware, including AMD Radeon graphics. We invite gamers everywhere who believe in these values and the value of the exceptional gaming experience Radeon graphics delivers to join the Red team," said Scott Herkelman, Vice President and General Manager, AMD Radeon Technologies Group.
Extreme durability: Auto-Extreme technology and Super Alloy Power II components
AREZ graphics cards are produced using Auto-Extreme technology, an industry-exclusive, 100%-automated production process that incorporates premium materials to set a new standard of quality, performance and longevity. Since the introduction of Auto-Extreme technology in ASUS graphics cards, reliability has improved by 30%. This manufacturing process is also environmentally friendly, eliminating harsh chemicals and reducing power consumption by 50%.

Super Alloy Power II components deliver enhanced efficiency, reduce power loss, reduce component buzzing by 50% under full load and achieve thermal levels that are approximately 50% cooler than previous designs for enhanced quality and reliability.

Hi-tech cooling: MaxContact, patented Wing-Blade IP5X-certified fans and FanConnect II
MaxContact is an industry-first GPU cooling technology featuring an enhanced copper heat-spreader that directly contacts the GPU. MaxContact utilizes precision machining to provide a 10X-flatter surface for up to 2X more contact area with the GPU than traditional heat spreaders, resulting in improved thermal transfer. Select AREZ graphics cards are also constructed with up to 40% more heatsink surface area than previous dual-slot designs, further improving heat dissipation for dramatically cooler and quieter performance.

A patented Wing-Blade fan design delivers 105%-greater static pressure over the heatsink for more efficient cooling and up to 3X-quieter operation compared to other fan designs. The fans are certified under the International Protection Marking (IP code) as IP5X dust resistant for improved reliability and a longer lifespan. This stringent certification process ensures AREZ graphics cards provide optimal fan performance, even under severe operating conditions. Additionally, 0dB technology stops the fan completely when the GPU temperature is below a set level, letting players enjoy light gaming sessions in complete silence.

ASUS FanConnect II features two four-pin hybrid-controlled headers that can be connected to both PWM and DC system fans for optimal system cooling. The connected fans reference both the GPU and CPU, and operate automatically based on the one with the higher temperature. A comprehensive set of tuning options allow gamers to tune fan speeds for efficient cooling.

Software ecosystem: GPU Tweak II, plus Radeon Software Adrenalin Edition
Redesigned with an intuitive user interface, GPU Tweak II makes gaming and overclocking easier than ever, while retaining advanced options for seasoned overclockers. With one click, the Gaming Booster function maximizes system performance by removing redundant processes and allocating all available resources automatically.

AREZ graphics cards also support the latest AMD Radeon Software Adrenalin Edition drivers for comprehensive control over AMD GPUs. Core features include power-saving Radeon Chill technology; Radeon WattMan for profile-based custom control of voltages, engine clocks and fan speeds1; and Radeon ReLive for easy capture and sharing of in-game action.

AVAILABILITY & PRICING
ASUS AREZ-branded graphics cards will be available from May 2018 in selected markets.
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21 Comments on ASUS Announces the AMD-Exclusive 'AREZ' Brand for Radeon Graphics Cards

#1
Brcly_Kallistra
Sooo it's literally the same exact cooler, even kept the Strix labeling.

Oh well? I'm still against nVidia GPP but this doesn't seem like any real loss in quality of the card because it's Arez vs ROG
Posted on Reply
#2
HTC
Brcly_Kallistra said:
Sooo it's literally the same exact cooler, even kept the Strix labeling.

Oh well? I'm still against nVidia GPP but this doesn't seem like any real loss in quality of the card because it's Arez vs ROG
The problem here isn't the quality or lack there of: it's the brand's recognition.

If the brand wasn't an issue, why then didn't nVidia "demand" ASUS to create AREZ for nVidia and leave AMD with ROG?
Posted on Reply
#3
Brcly_Kallistra
HTC said:
The problem here isn't the quality or lack there of: it's the brand's recognition.

If the brand wasn't an issue, why then didn't nVidia "demand" ASUS to create AREZ for nVidia and leave AMD with ROG?
Oh I definitely agree with you. What's going on is scummy as fuck and I wish AMD was able to create an architecture that could compete with the 1080 Ti, and developers put in work on making sure their products worked equally on both AMD and nvidia platforms. If that happened, I would happily drop nvidia. I was just commenting on the face-value quality of the card, not the reasoning behind it and its brand's existence.
Posted on Reply
#4
springs113
Brcly_Kallistra said:
Sooo it's literally the same exact cooler, even kept the Strix labeling.

Oh well? I'm still against nVidia GPP but this doesn't seem like any real loss in quality of the card because it's Arez vs ROG
Who knows though, these pictures could just be placeholders in hopes of keeping things calm until the dust settles. This is definitely a weird one and reports are going around saying that the EU wont be doing anything about it. I'm not so sure on that so I wont cite anything. In the end, crappy move by Nvidia and the partners that agreed to this.
Posted on Reply
#5
close
Just the fact that they bend so easily to what can only be a monopolistic move convinced me that in the near future I'll only put aside Zeuros to buy their Arez. Zeros for short.
Posted on Reply
#6
Kinestron
I'm still going to give Asrock a shot on the GPU front, assuming I can get one at MSRP or below.
Posted on Reply
#7
mcraygsx
Simply replace labels and logo and you get AREZ brand. Asus gets publicity for being pro active.
Posted on Reply
#8
Fluffmeister
mcraygsx said:
Simply replace labels and logo and you get AREZ brand. Asus gets publicity for being pro active.
And thanks to GPP, AMD didn't need to do anything to get a new exclusive brand. Win win!
Posted on Reply
#9
springs113
Fluffmeister said:
And thanks to GPP, AMD didn't need to do anything to get a new exclusive brand. Win win!
Said brand is not really recognizable though. Brand recognition means a lot. If it says Asus ROG Arez then that is different. This wont affect users like you and I, it is those casuals that don't really know any better.
Posted on Reply
#10
geon2k2
springs113 said:
Said brand is not really recognizable though. Brand recognition means a lot. If it says Asus ROG Arez then that is different. This wont affect users like you and I, it is those casuals that don't really know any better.
I doubt somebody is buying a gpu because it is marked strix, rog or arez.
If Asus is your preferred brand, it doesn't matter how it is called, as long as you have the confidence that the quality is not compromised.
Posted on Reply
#11
T4C Fantasy
CPU & GPU DB Maintainer
https://www.techpowerup.com/gpudb/b5805/arez-hd-6450-silent-low-profile-1-gb

https://www.techpowerup.com/gpudb/b5806/arez-r5-230-silent-low-profile
https://www.techpowerup.com/gpudb/b5807/arez-r5-230-silent-low-profile-2-gb

https://www.techpowerup.com/gpudb/b5808/arez-r7-240-low-profile
https://www.techpowerup.com/gpudb/b5809/arez-r7-240-low-profile-oc-4-gb
https://www.techpowerup.com/gpudb/b5811/arez-r7-240-low-profile
https://www.techpowerup.com/gpudb/b5810/arez-r7-240-low-profile-oc-4-gb

https://www.techpowerup.com/gpudb/b5804/arez-rx-560-evo-2-gb
https://www.techpowerup.com/gpudb/b5803/arez-rx-560-evo-oc-2-gb

https://www.techpowerup.com/gpudb/b5800/arez-strix-rx-560-gaming
https://www.techpowerup.com/gpudb/b5799/arez-strix-rx-560-gaming-oc

https://www.techpowerup.com/gpudb/b5784/arez-expedition-rx-570
https://www.techpowerup.com/gpudb/b5783/arez-expedition-rx-570-oc
https://www.techpowerup.com/gpudb/b5782/arez-expedition-rx-570-oc-8-gb
https://www.techpowerup.com/gpudb/b5795/arez-strix-rx-570-gaming
https://www.techpowerup.com/gpudb/b5794/arez-strix-rx-570-gaming-oc

https://www.techpowerup.com/gpudb/b5793/arez-dual-rx-580-4-gb
https://www.techpowerup.com/gpudb/b5791/arez-dual-rx-580-8-gb
https://www.techpowerup.com/gpudb/b5792/arez-dual-rx-580-oc-4-gb
https://www.techpowerup.com/gpudb/b5790/arez-dual-rx-580-oc-8-gb
https://www.techpowerup.com/gpudb/b5786/arez-strix-rx-580-gaming
https://www.techpowerup.com/gpudb/b5787/arez-strix-rx-580-gaming-oc
https://www.techpowerup.com/gpudb/b5785/arez-strix-rx-580-gaming-top

https://www.techpowerup.com/gpudb/b5788/arez-strix-rx-vega-56-gaming-oc

https://www.techpowerup.com/gpudb/b5789/arez-strix-rx-vega-64-gaming-oc

thats a big lineup of rebrands, but i added them all!
Posted on Reply
#12
Imsochobo
Brcly_Kallistra said:
Oh I definitely agree with you. What's going on is scummy as fuck and I wish AMD was able to create an architecture that could compete with the 1080 Ti, and developers put in work on making sure their products worked equally on both AMD and nvidia platforms. If that happened, I would happily drop nvidia. I was just commenting on the face-value quality of the card, not the reasoning behind it and its brand's existence.
1080 TI is meh hardware for the market.

AMD captured marketshare from Intel whilst almost never ever having the fastest chip, you don't need it. (2000's)
AMD was THE brand for gaming in the early 2000's despite of it, Intel had the performance crown but it did not matter.

AMD needs something in stock, ready, little more power efficient than Vega to compete in 1050Ti-> 1080.
Hardly anyone buys a 1080TI, people know about it but they CARE about 1050ti->1080.

if V64 used 250W and V56 used 180 W it'd be really competetive from a product standpoint, even with it's huge Die they'd at-least get tons of brand recognition.
But if you find V56 at MSRP it's not power hungry at 210 W, it's not a bad product but stay away from V64.
V56 = 210 W, 1070TI = 180W, it's not that different, but it was late thus under more scrutiny.
Posted on Reply
#13
springs113
geon2k2 said:
I doubt somebody is buying a gpu because it is marked strix, rog or arez.
If Asus is your preferred brand, it doesn't matter how it is called, as long as you have the confidence that the quality is not compromised.
Once again that is not the point. smh i'm done.
Posted on Reply
#14
Melvis
As soon as I read the title I lmao
Posted on Reply
#15
Hood
EVGA still sells just NVIDIA, right? I'm good...let the rest of them enjoy their BS marketing games, constantly jockeying for higher market share, using nothing but words, mostly lies/exaggerations. Brand names are just another lie, earning value from the amount of money spent on publicity/ad space, and having little to do with the actual quality of the product. It is funny, and also sad.
Posted on Reply
#16
RH92
springs113 said:
Once again that is not the point. smh i'm done.
What point , you have no point my friend !

Peoples like you have been bitching about GPP all day and night for what ? Because you will get LITERALY the same product under some different name ?

ROG rims with quality because it's an ASUS brand not the opposite. Same goes for AREZ. This new sub-brand will have no trouble to quickly gain popularity/recognition because as you can see ASUS keeps the same quality , so what exactly is the issue here ?

If anything else AMD should be thankfull because now they have a dedicated QUALITY sub-brand without spending a penny .
Posted on Reply
#17
toilet pepper
Every computer store I've been to there's always this aged clueless person who wants to buy a ROG for his clueless grand/child. Nvidia strongarming companies to use a brand they have worked hard for over the years is a no-no move. Would you see Asus market AREZ the same way as ROG? I dont think so. You see freaking ROG in every freaking thing even cases not made by Asus.
Posted on Reply
#18
Crustybeaver
I prefer Strix, Arez sounds like a cheap knock off.
Posted on Reply
#19
Fahad
Come Navi, Sapphire is getting my money.
Posted on Reply
#20
Hood
toilet pepper said:
Every computer store I've been to there's always this aged clueless person who wants to buy a ROG for his clueless grand/child. Nvidia strongarming companies to use a brand they have worked hard for over the years is a no-no move. Would you see Asus market AREZ the same way as ROG? I dont think so. You see freaking ROG in every freaking thing even cases not made by Asus.
The retail partners should all take a stand, and sell one or the other, not both. I have more respect for such companies. I'm a fan of Nvidia GPUs, and my last 4 GPU purchases were all EVGA. AMD fans should try to support companies like XFX or PowerColor. Retail partners who show no brand loyalty should be perceived as worshiping profits above all else, not a good look in these days of rabid customer brand loyalty!:laugh:
Posted on Reply
#21
JaymondoGB
Evil Nvidia behind all this..., nasty company..., lead by a nasty group of people. Nothing wrong with their product, just evil marketing. Hopefully this wont end well for them.
Posted on Reply
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