AMD wants to bank in the Radeon Technologies Group (RTG) with its new "The Uprising" marketing campaign, which aims to bring high-quality graphics to as many people as possible.
Since the company restructured the graphics unit into RTG, AMD redefined its goals and strategies in catering to its customers' needs. "The Uprising" is proof of the enterprise's new approach to the gaming sector, which AMD says is peppered with "stale and meaningless" advertising.
Raja Koduri, the head of RTG and Chris Hook, RTG's global PR director, talked to Forbes about their new strategy and underlined what clients can expect from future mid-range products.
The next five criteria were discerned by filtering thousands of tweets and forum comments, giving a solid idea on what Radeon fans actually want from their hardware.
Prestige
Hook explains that users could do with "the prestige of a $700 video card," but they would prefer not to spend a small fortune for it.
VR That Just Works
Users need to know that a VR experience that works now, or two years from now, will be available. Having a streamlined experience where gamers simply buy a headset and "just have it work" was high on Radeon's fans list.
Respect Their Investment
Clients of the company want to know where their investment goes, whether it is on APIs, ASync Compute, architecture or transistors. According to Hook, gamers who spend $200 upgrading their video card want to "feel secure in their investment for a couple years."
More Overclocking Control
The OEM has also looked into the proper level of voltage control to provide an optimal experience for the average user and plans to embed it in the upcoming GPUs.
Better Drivers
AMD is strongly committed "to make those drivers better and better," basically continuing an ongoing process that was commended the company's fans.
AMD seems to have already integrated the first suggestion from its fans in the form of the Radeon RX 480 4GB model. The mighty GPU will launch on June 29 with a price tag of $199, making it a very tempting offer.
We wholeheartedly support the "VR that just works" idea, as having to upgrade your PSU, motherboard and OS to keep up with the times can be a nuisance.
By giving users increased overclocking control, AMD is changing its traditionally rigid stance on the subject and is about to please a lot of power users.
AMD already has about a year's experience of offering better drivers and communicating the updates in a more efficient manner, and we are looking forward to seeing the policy continue.
