AMD Talks Unified Gaming Strategy at Game Developers Conference

AMD Reveals Some of the Strategic Plans at GDC 2013, Resurrects Ruby Character

by Anton Shilov
03/27/2013 | 04:00 PM

At the Game Developers Conference on Wednesday Advanced Micro Devices unveiled some of the aspects its strategy for the worldwide gaming market. AMD’s unified gaming strategy comprehensively addresses how AMD will drive the gaming market across consoles, cloud platforms, tablets and PCs. Also at GDC, AMD resurrected Ruby, a digital character of all the ATI's tech demos from the mid-2000s.


Gaming Evolved, launched three years ago at GDC, is at the core of the AMD unified gaming strategy, and has been the driving force behind the successful “Never Settle” gaming bundles and a factor behind the adoption AMD’s Fusion semi-custom system-on-chips with Radeon graphics by the new-generation game consoles. By working with the world’s leading hardware and game developers, and by continuing to be a leader in the market by providing the most innovative graphics technologies, AMD is effectively positioned to drive the next revolution in gaming, the company said.

AMD has not revealed much about the UGS. But based on the ongoing industrial trends, AMD’s unified gaming strategy involves development of competitive graphics and microprocessor architectures and bringing them to market cooperatively so that to enable equal capabilities on different applications at around the same time. For example, this year the company’s graphics lineup – from integrated to the high-end – will consist of GCN-architecture powered offerings. In addition, select cloud game providers (CiiNow,G-Cluster, Otoy and Ubitus) will also start to use GCN-based AMD Radeon Sky graphics cards in the future.

To make the UGS strategy efficient and successful, AMD will have to work with independent software vendors (ISVs) so that to ensure that the new applications, including consumer apps, professional programs and games could take advantage of graphics cards and microprocessors designed by the company. Besides, AMD will have to inject new architectures into new product lineups as quickly as possible so that to ensure smooth and quick transitions to all-new technologies. Rapid shift of top-to-bottom generations from one to another will allow AMD to attract much more attention to its innovations than it is possible today.

Since AMD has not revealed much details about the unified gaming strategy at GDC 2013, the company yet has to explain all the aspects of its new approaches. While we can speculate that the word “unified” points to AMD’s overall ambidextrous strategy, which implies usage of similar building blocks inside completely different chips, as well as heterogeneous system architecture, AMD will have to make it a little clearer.

GDC also marked the 9th anniversary of the launch of the original AMD “Ruby” demo. To celebrate this milestone, AMD unveiled a sneak peek of its remodeled and reinvented Ruby, which was designed and developed by IllFonic, and harnesses the power of Crytek’s CryEngine 3 development engine. The latest AMD “Ruby” demo is still under production and is designed to highlight real-world gaming possibilities of AMD Radeon graphics technology. It will be unveiled to the world in the coming weeks.