Nvidia: DirectX 11 Won't Define GPU Sales
Nvidia says that special-purpose software relying on GPGPU will propel GPU sales, not PC gaming.
Are PC games no longer the driving force behind graphics cards? That's the indication Nvidia made Wednesday at the Deutsche Bank Securities Technology Conference, saying that the upcoming DirectX 11 application programming interface (API) will not be what drives future sales. Instead, Nvidia said the graphics market will pocket wads of cash from general purpose computing on graphics processing units (GPGPU). Tools for GPGPU and software taking advantage of the technology will also propel sales, not DirectX 11-driven PC games.
"DirectX 11 by itself is not going be the defining reason to buy a new GPU," said Mike Hard, vice president of investor relations at Nvidia. "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."
X-Bit Labs points out that Nvidia may have problems, as ATI is about to crank out its Radeon HD 5800-series graphics cards that fully support DirectX 11, and Nvidia is remaining speechless in regards to its DirectX 11-flavored plans. Nvidia's CUDA GPGPU technology is also incompatible with OpenCL and DirectCompute 11 environments, both supported by the Radeon HD 4000 and 5000 series. This could mean to computer enthusiasts that Nvidia is no longer the "technology leader."
But Nvidia doesn't seem phased, and stands firm on its belief that special-purpose software relying on GPGPU will be what drives people to the store, begging for more power, not id Software's Rage or some other PC game with insane requirements. That's too bad, as The Jerk had a special purpose but didn't need a GPGPU.
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Just more flannel from teh green team. They are correct in as much that DX11 wont be THE factor that makes sales. The fact that the new DX11 cards are fast as well will have something to do with it.
Mactronix
this is nvidias way of trying to make it sound unimportant they have been unable to release their DX11 cards at the same time as ATI.
and yet again, trying totell us how some stupid feature they are immplementing is going to make their cards superior.
i mean come on, we all know what physx turned out to be. try focusing your effort on making better cards nvidia.
This guy is a tool. People that really don't know anything about computers, which is about 60% of PC consumers, doesn't know the difference between nvidia or ati. Or what the fack GPGPU is. People buying at Best Buy, Apple, and other places where the majority of chip makers make their money have no clue what the fack a GPU is anyway. If they want to sell products to the performance crowd the hardware better B.A. ATI seems that they have the right idea here. I might buy one even thought he last ATI gpu I had was in my first comp. A dell with an ATI x300 back in 2004.
I might buy one even though the last ATI gpu I had was in my first comp. A dell with an ATI x300 back in 2004.
Sounds like the ranting of a man scared!
you have to remember that all the DX11 improvements will work on DX10 and 10.1 cards the only feature that requires specific DX11 hardware is the dynamic LOD tech. there is the microsoft press thing about dx11 on youtube def makes it seem like there is no rush to go out and buy a card for dx11 as all the dx10 cards will use the dx11 features (open CL is the major one
)
GPGPU stuff is a great advancement in tech. I can finally use my high dollar PC gaming card for other applications. Next time I build a computer I won't feel nearly as ripped off as if I only needed all that tech for playing games.