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AMD Unveils Its Unified Gaming Strategy

By - Source: AMD | B 30 comments

AMD's presentation at this year's GDC covered the strategies main tenets and outlined how the company was "effectively positioned to drive the next revolution in gaming."

At this year's GDC, AMD unveiled its Unified Gaming Strategy that aims to drive the gaming market across consoles, cloud platforms, tablets and PCs. In addition to providing "innovative graphics technologies" and working with the "world's leading hardware and game developers," the strategy focuses on the Radeon Sky Graphics cloud gaming platform, GCN architecture and the Gaming Evolved program.

The Radeon Sky Graphics technology was developed on the company's Graphics Core Next (GCN) architecture and offers a flexible cloud gaming technology that enables game developers and service providers to deliver a world-class content experience to millions of gamers whether it’s through PCs, tablets, Smart TVs or mobile devices. The architecture also features prominently in the company's upcoming range of discrete graphics cards, specifically the recently released Radeon HD 7790 graphics card which AMD describes as the "ultimate choice for gamers looking to maximize their gaming experience in the USD$150 MSRP range."

“Real-time gaming through the cloud represents a significant opportunity, and AMD is poised to lead in this vertical thanks to our extensive graphics hardware and software capabilities,” said David Cummings, senior director, AMD Professional Graphics. “AMD is working closely with CiiNow, G-Cluster, Otoy and Ubitus to deliver exceptional AMD Radeon gaming experiences to the cloud.”


Also featured in AMD's GDC presentation was a sneak peek of its remodeled and reinvented "Ruby" demo that was first revealed a decade ago. The latest "Ruby" demo was designed and developed by IllFonic and employs Crytek's CryEngine 3 to highlight the real world gaming possibilities of AMD's graphics technology. The demo is still under production and is expected to be fully unveiled in the coming weeks.

Finally, AMD's well received Never Settle: Reloaded Bundle was cited as an example of AMD's empowering of "gamers to unleash the most realistic gaming experience" and made specific reference to the presence of BioShock: Infinite's DirectX 11 PC with exclusive features such as anti-aliasing, texture detail and dynamic shadows.

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  • 23 Hide
    abbadon_34 , March 31, 2013 2:33 PM
    AMD is commiting suicide if pushes "cloud" gaming. Right now, it doesn't work, and thus is waste of money. If, at some point it does work, there would be little to no need for high end dedicated graphics cards, thus they won't sell any product. Plus people like myself loath any "cloud" dependencies.
  • 14 Hide
    aggroboy , March 31, 2013 4:43 PM
    abbadon_34If, at some point it does work, there would be little to no need for high end dedicated graphics cards, thus they won't sell any product.

    If it works there would be a huge market need for big servers containing GPUs running in parallel.
  • 11 Hide
    A Bad Day , March 31, 2013 4:30 PM
    I could see a few applications with this:

    -High settings on a smartphone or tablet, assuming you're connected to a sufficiently fast network, and don't have a stupid 300 MB cap. The best gaming tablet available as of now is the Razer Edge Pro, but it's very bulky and heavy for a tablet. And extremely expensive for its hardware.

    -Poor man's high setting gaming, if he's living in areas with ultra-quality networks such as South Korea. Why plunk down $1600 for a gaming desktop when you can pay a much smaller monthly fee for Crysis 3 on max settings? This will obviously not work in the US, where high speed internet is either expensive, or only high latency satellite/dialup is available.

    -Instead of several workstations for AutoCAD or other demanding tasks, a mainframe with "dumb" terminals (just a keyboard, mouse, and screen) can be used instead.

    -Same could be applied to arcade gaming. No more big, bulky machines that waste valuable space.

    -Instead of lumbering a 87 pound desktop down the stairs to hook it up to a 60" inch TV, or using a lighter desktop with less capable GPU/CPU, one can simply connect the TV, keyboard, and mouse, and not have to haul anything around.

    abbadon_34AMD is commiting suicide if pushes "cloud" gaming. Right now, it doesn't work, and thus is waste of money. If, at some point it does work, there would be little to no need for high end dedicated graphics cards, thus they won't sell any product. Plus people like myself loath any "cloud" dependencies.


    "I have traveled the length and breadth of this country and talked with the best people, and I can assure you that data processing is a fad that won't last out the year."

    -- The editor in charge of business books for Prentice Hall, 1957.


    "Radio has no future. Heavier-than-air flying machines are impossible. X-rays will prove to be a hoax."

    -- William Thomson, Lord Kelvin, British scientist, 1899.
Other Comments
  • 9 Hide
    john3569 , March 31, 2013 1:28 PM
    gotta love the never settle reloaded bundle. too bad the ultimate reload version isnt available in canada. would have loved six free games with my 7970's. **** canada...
  • 23 Hide
    abbadon_34 , March 31, 2013 2:33 PM
    AMD is commiting suicide if pushes "cloud" gaming. Right now, it doesn't work, and thus is waste of money. If, at some point it does work, there would be little to no need for high end dedicated graphics cards, thus they won't sell any product. Plus people like myself loath any "cloud" dependencies.
  • 9 Hide
    goodguy713 , March 31, 2013 2:49 PM
    yea not one for storing things on cloud drives you never know who can look at what you have and on top of that I have a hard time guessing weather or not the ping will be to high currently I can easily get pings of 28 to 32 all day long in battle field 3 so having a cloud server close to main cities would be paramount other wise latenancy issues will keep people away I personally like having my own machine .. and not some cloud based rent a play system.
  • 6 Hide
    memadmax , March 31, 2013 3:15 PM
    AMD, you need to get real.
    Get away from the efficiency crap and start producing chips with HORSEPOWER that will crush the competition, not chips that merely stay at arms' length either in front or behind them!
    CRUSH THEM! DO IT NOW!
  • 11 Hide
    A Bad Day , March 31, 2013 4:30 PM
    I could see a few applications with this:

    -High settings on a smartphone or tablet, assuming you're connected to a sufficiently fast network, and don't have a stupid 300 MB cap. The best gaming tablet available as of now is the Razer Edge Pro, but it's very bulky and heavy for a tablet. And extremely expensive for its hardware.

    -Poor man's high setting gaming, if he's living in areas with ultra-quality networks such as South Korea. Why plunk down $1600 for a gaming desktop when you can pay a much smaller monthly fee for Crysis 3 on max settings? This will obviously not work in the US, where high speed internet is either expensive, or only high latency satellite/dialup is available.

    -Instead of several workstations for AutoCAD or other demanding tasks, a mainframe with "dumb" terminals (just a keyboard, mouse, and screen) can be used instead.

    -Same could be applied to arcade gaming. No more big, bulky machines that waste valuable space.

    -Instead of lumbering a 87 pound desktop down the stairs to hook it up to a 60" inch TV, or using a lighter desktop with less capable GPU/CPU, one can simply connect the TV, keyboard, and mouse, and not have to haul anything around.

    abbadon_34AMD is commiting suicide if pushes "cloud" gaming. Right now, it doesn't work, and thus is waste of money. If, at some point it does work, there would be little to no need for high end dedicated graphics cards, thus they won't sell any product. Plus people like myself loath any "cloud" dependencies.


    "I have traveled the length and breadth of this country and talked with the best people, and I can assure you that data processing is a fad that won't last out the year."

    -- The editor in charge of business books for Prentice Hall, 1957.


    "Radio has no future. Heavier-than-air flying machines are impossible. X-rays will prove to be a hoax."

    -- William Thomson, Lord Kelvin, British scientist, 1899.
  • 14 Hide
    aggroboy , March 31, 2013 4:43 PM
    abbadon_34If, at some point it does work, there would be little to no need for high end dedicated graphics cards, thus they won't sell any product.

    If it works there would be a huge market need for big servers containing GPUs running in parallel.
  • 0 Hide
    athulajp , March 31, 2013 4:48 PM
    abbadon_34AMD is commiting suicide if pushes "cloud" gaming. Right now, it doesn't work, and thus is waste of money. If, at some point it does work, there would be little to no need for high end dedicated graphics cards, thus they won't sell any product. Plus people like myself loath any "cloud" dependencies.


    Stressing the part where you said right now, these services probably won't be available until sometime next year. By then, you'd see much faster data connections across most countries considering the fact that the FCC is getting pretty pissed at ISP's now. They'll have to adjust, and other countries will follow suit. Remember how APU's are ideal for video compression and recompression, especially with support for HSA applications? It's all tieing together now, APU's are cheap, AMD has solutions to make both ends of the market meet.

    Get a cheap system with an APU, a subscription to a cloud service for gaming and you're going to see faster progression in gaming technology because servers can be upgraded without too much hassle and consumers don't have to upgrade often.

    The main thing that bothers people is latency when it comes to consoles., but keep in mind that this solution is probably aimed at consoles. Consoles already have much higher latency than PC's(TV's, controllers, frame latency etc. are all slower on consoles), so this could make sense for single player/ co-op gamers in the near future and as latencies get lower, it'll also be applicable to competitive multiplayer games.
  • 5 Hide
    anxiousinfusion , March 31, 2013 4:52 PM
    I feel like I'm being stabbed in the back by the gaming industry when it comes to cloud gaming. I find the idea revolting.
  • 4 Hide
    A Bad Day , March 31, 2013 6:05 PM
    Just a quick question about multiplayer latency, which one produces more latency?:

    1. Sending control input data to a multiplayer server, then receiving the output data (location, physics, other calculations, etc) before rendering begins.

    2. Sending control input data to the cloud server, then receiving the final display output data.
  • 4 Hide
    Onihikage , March 31, 2013 6:06 PM
    If AMD was smart about pushing cloud gaming, they'd be investing heavily in fiber networks such as Google and FiOS, and offering a free month of Google Fiber (when available) with every purchase of an AMD video card.
  • 0 Hide
    tsnor , March 31, 2013 7:09 PM
    "Radeon HD 7790 graphics card which AMD describes as the "ultimate choice for gamers looking to maximize their gaming experience in the USD$150 MSRP range."

    At least AMD still has a sense of humor.

    $150 owned by gtx 650 Ti boost 1gb not 7790. (and I'm using my $164 7850.)

  • 3 Hide
    f-14 , March 31, 2013 7:19 PM
    the only relevant information you need to know about the cloud:
    Quote:
    The Biggest DDoS War Ever is Slowing Down Internet
    It's the largest DDoS attack ever!


    It's dubbed as the largest distributed denial of service (DDoD) attack in the history of the Internet, reportedly slowing down portions of the Web for brief periods of time across the globe. Anti-spam service Spamhaus is the target, suffering daily attacks since March 19 that have generated up to 300 Gbps of DDoS traffic.
    http://www.tomsguide.com/us/Spam-DDos-Cyberbunker-Spamhaus-CloudFlare,news-16890.html


    the cloud: it's only reliable until some little script kiddie gets pissed off or somebody says something bad about wiki leaks then anon gets all pissed off, or some disaster strikes severing connections and lines.

    and worse still when your game company doesn't renew it's contract with it's online multiplayer host or just plain goes out of business. or if you go mobile.

    that's what's known as
    Quote:
    cloud catastrophe
    , and it happens atleast once a day everyday.

    did i just knock the snot out of your head, because that was such a hard blow to 'the cloud' it should have at the very least once you experience
    Quote:
    cloud catastrophe
    it will suck all that precious joy and love you have for the cloud after 3 incidents, and the longer you experience
    Quote:
    cloud catastrophe
    the more you will come to HATE anything and every one who has anything to do with pushing 'the cloud'
  • 3 Hide
    ddpruitt , March 31, 2013 8:04 PM
    memadmaxAMD, you need to get real.Get away from the efficiency crap and start producing chips with HORSEPOWER that will crush the competition, not chips that merely stay at arms' length either in front or behind them!CRUSH THEM! DO IT NOW!


    Except now that they've gone efficiency they're powering Wii U, PS4, and Xbox 720.

    When was the last time a single supplier powered an entire generation of consoles?

    And not just the CPU's, the graphics horsepower too. It's the same reason ARM completely dwarfs Intel. Raw mind bending horsepower is for the few that can afford it.
  • 1 Hide
    seinfeld , March 31, 2013 8:40 PM
    if this means that all devices that are PC, consoles etc can connect to eachother and play the same games platform wise. then i only see positives! I've always wanted to play forza on my PC, and GT5 and 6. perhaps when they switch to x86 architecture. It wont mtter whos hardware you have!
  • 1 Hide
    griptwister , March 31, 2013 8:45 PM
    Few of the top comments have no idea what the hell they are talking about. Get off the Nvidia and Intel bandwagon and you'll see that AMD is finally making useful technology that can be used in the future... These innovations remind me a lot of the DreamCast system, that system was ahead of its time and no one used it because other companies were more mainstream. Give AMD a chance to thrive before you throttle their necks. They were the first in the CPU game, they obviously know what they're doing now. And utilization can = better performance over nvidia's technologies. Keep in mind the GTX Titan is a 2013 single card and will probably never be used as a dual gpu single card. Seriously, use your brain. Or evolve one.
  • -1 Hide
    Duckhunt , March 31, 2013 10:32 PM
    Now you are just spewing rubbish about horse power. The cpu and hardware on the desktop is under utilized and if AMD can make its code more efficient it can make better use of the current tech. I used the an AMD processor on BF3 and I have the i7 and I can't see any difference. If anything the bottleneck is the card.

    What id like to see is AMD work closer with gaming companies to make a light gun. Give us a gun that has clips and simulates a gun for the desktop. FOR GOD SAKES. I hate the mouse. Its just so emasculating. The mouse is so puny it distracts from the game. I feel so geekish. I end up going down to the firing range and caping off a few rounds. I want to be able to have this experience on gaming.
  • -3 Hide
    Duckhunt , March 31, 2013 10:34 PM
    I know they are a CPU company. Who else can i get to push a light gun?
  • 0 Hide
    rantoc , March 31, 2013 11:37 PM
    A Bad DayJust a quick question about multiplayer latency, which one produces more latency?:1. Sending control input data to a multiplayer server, then receiving the output data (location, physics, other calculations, etc) before rendering begins.2. Sending control input data to the cloud server, then receiving the final display output data.


    Multiplayer wise where the game connects to a multiplayer server:

    The cloud option have to do all the following during one single frame - Your client send its controls to the render server, the render server sends it to the multiplayer server, the multiplayer server handles it and sends it to the render server, the render server renders the frame, the render server compresses the video frame, the render server sends to client, the client decompresses the video frame and finally displays it. All this while the game reports the latency between the render and multiplayer server fooling the cloud user into believing it also includes the client render server processing time which it doesn't!

    While the local only have those stages: Your client send its controls to the multiplayer server, the multiplayer server handles it and sends it to the client, the client renders the frame and done. It also reports the REAL latency between the client and the multiplayer server.

    Even without external multiplayer server - Playing a single player game the local rendering beats the crap out of any cloud solution as no control/video streams are sent over the internet that we all know isn't ready for this.

    Now feel free to guess what alternative have the lowest latency! =)

    I can understand if someone have a device that's to weak to render locally take to the cloud but can really hope that person don't expect it to run as smooth.
  • 0 Hide
    rantoc , April 1, 2013 12:07 AM
    A Bad DayI could see a few applications with this:-High settings on a smartphone or tablet, assuming you're connected to a sufficiently fast network, and don't have a stupid 300 MB cap. The best gaming tablet available as of now is the Razer Edge Pro, but it's very bulky and heavy for a tablet. And extremely expensive for its hardware.-Poor man's high setting gaming, if he's living in areas with ultra-quality networks such as South Korea. Why plunk down $1600 for a gaming desktop when you can pay a much smaller monthly fee for Crysis 3 on max settings? This will obviously not work in the US, where high speed internet is either expensive, or only high latency satellite/dialup is available.-Instead of several workstations for AutoCAD or other demanding tasks, a mainframe with "dumb" terminals (just a keyboard, mouse, and screen) can be used instead.-Same could be applied to arcade gaming. No more big, bulky machines that waste valuable space.-Instead of lumbering a 87 pound desktop down the stairs to hook it up to a 60" inch TV, or using a lighter desktop with less capable GPU/CPU, one can simply connect the TV, keyboard, and mouse, and not have to haul anything around."I have traveled the length and breadth of this country and talked with the best people, and I can assure you that data processing is a fad that won't last out the year." -- The editor in charge of business books for Prentice Hall, 1957."Radio has no future. Heavier-than-air flying machines are impossible. X-rays will prove to be a hoax." -- William Thomson, Lord Kelvin, British scientist, 1899.


    In theory its a wonderful idea but in reality its not, the internet is not ready for this by a long shot. Cloud gaming companies show weak results and go to the grave, OnLive is one good example - Even with ample financial support it still went bankrupt because the internet was both their best friend and worst enemy.

    Like F-14 said, all that's needed to ruin those examples of a good recreational day is a single script kiddie and if all were playing on the cloud it would affect millions of people.

    In reality Cloud gaming is the poor mans gaming, they got a terminal that connects to a mainframe that does the lifting and they pay with it in latency / service reliability beside the price of the service. They also risk to loose all the investments in titles the day the next cloud company goes to the grave.
  • 0 Hide
    ohim , April 1, 2013 12:51 AM
    Even if i don`t like this "cloud" anything stuff, as a company you must give it a try , remember Blockbuster not wanting to go the way of Netflix and look where it got them today. You never know with new trends and technology. For a company this small and with such big financial trouble i sure like to hear now and then about them doing stuff.
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