AMD Reviving FX Brand For High-End Platforms

AMD is reviving its FX brand and expanding its Gaming Evolved program by adding new members, developer/publisher relations.

Tuesday during E3 2011, AMD announced that it's resurrecting the FX brand for its fastest processors and most powerful platforms, geared toward enthusiasts and "HD entertainment aficionados." The company also announced new members for its "Gaming Evolved" program including BioWare, Creative Assembly and Codemasters.

"AMD's FX brand will enable an over-the-top experience for PC enthusiasts," said Leslie Sobon, vice president of Worldwide Product Marketing, AMD. "By combining an unlocked, native eight-core processor, the latest in chipset technology, and AMD's latest graphics cards, FX customers will enjoy an unrivaled feature set and amazing control over their PC's performance."

According to AMD, the first platform to earn the FX title, the "Scorpius" platform, will feature the now-available AMD 9-series chipset motherboards and AMD Radeon HD 6000 Series graphics cards, plus the upcoming "Zambezi" unlocked, native eight-core processor.

Tuesday the company also said that it's working closely with Eidos-Montreal to add support for AMD HD3D-capable hardware and AMD Eyefinity multi-monitor functionality in the upcoming game Deus Ex: Human Revolution for the PC. Other newfound partnerships with publishers and developers include Bioware (Dragon Age II), Creative Assembly (SHOGUN 2: Total War), and Codemasters (DiRT 3), the latter of which will include native support for DirectX 11, AMD Eyefinity and AMD Dual Graphics technologies.

"It's exciting that Deus Ex: Human Revolution is the first video game title optimized to natively utilize AMD HD3D-capable hardware," said Stephane D'Astous, general manager of Eidos-Montreal, a Square Enix studio. "Coupled with AMD Eyefinity functionality, PC gamers will be even more immersed in the action-rich gameplay and compelling storyline."

Naturally AMD will be showcasing all of its goods this week at E3 2011 including a demo of "Orcs Must Die!" from Robot Entertainment and the DirectX 11-enabled "Blacklight: Retribution" from Perfect World.

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Top Comments

20

ikefu , June 8, 2011 4:47 AM

It's a never ending cycle with Intel and AMD. Intel is the much bigger company so they will usually have the lead. Then when Intel gets fat and lazy AMD will suddenly drop an innovation bomb that will kick Intel in the seat of the pants and get them going again.

You can thank AMD for Sandy/Ivy Bridge in a way because without AMD, Intel would still be sitting around doing not all that much and enjoying its monopoly. I intend to buy an AMD FX CPU on day one regardless just to support AMD. Not because I'm a fanboi (I have no problem with Intel CPUs) but because I want to see the ongoing increase in CPU tech and innovation driven by the rivalry.
20

jimmysmitty , June 8, 2011 3:46 AM

Yet its priced the same as current Sandy Bridge lineups. That says a lot.

The last time AMD used the FX moniker, they had $1K+ CPUs and were trouncing Intel.
20

N.Broekhuijsen , June 8, 2011 3:19 AM

otacon72Blah blah blah...all I've heard from AMD for a over a year is talk. They keeps flapping their gums while intel leaves AMD further and further behind.

Sure, but reading this gives me one hell of a hard-on!
Seriously, 8 cores? Yes I know this is old news, but still, the way it's written... clever bastards.

Other Comments

-13

otacon72 , June 8, 2011 3:14 AM

Blah blah blah...all I've heard from AMD for a over a year is talk. They keeps flapping their gums while intel leaves AMD further and further behind.
20

N.Broekhuijsen , June 8, 2011 3:19 AM

otacon72Blah blah blah...all I've heard from AMD for a over a year is talk. They keeps flapping their gums while intel leaves AMD further and further behind.

Sure, but reading this gives me one hell of a hard-on!
Seriously, 8 cores? Yes I know this is old news, but still, the way it's written... clever bastards.
12

fracture , June 8, 2011 3:29 AM

Noooooooooooo, I went back in time. Now I have to wait even longer for Zambezi!
12

Marco925 , June 8, 2011 3:41 AM

Lets see some releasing!!!!
20

jimmysmitty , June 8, 2011 3:46 AM

Yet its priced the same as current Sandy Bridge lineups. That says a lot.

The last time AMD used the FX moniker, they had $1K+ CPUs and were trouncing Intel.
8

otacon72 , June 8, 2011 3:55 AM

xbeaterSure, but reading this gives me one hell of a hard-on!Seriously, 8 cores? Yes I know this is old news, but still, the way it's written... clever bastards.

Yes 8 cores does sound good but WHEN will we see it?? I don't want AMD to fold because intel needs competition to keep them in line. AMD just needs to release something, anything to compete with intel's high end CPUs.
6

parkerm35 , June 8, 2011 4:16 AM

Trust me this is going to be AMD's year!
9

stm1185 , June 8, 2011 4:20 AM

The FX branding leaked awhile ago nothing new here. Which is a shame because they should be showing actual performance data and a release date already.
8

hellwig , June 8, 2011 4:23 AM

AMD's last FX line died-out when it couldn't compete with Core2. I hope this means AMD's internal testing is going better than everyone expects, and that Zambezi (are we talking bulldozer here, I lost track) is a real contender. If AMD expects people to pay FX prices for Core-i5 performance, they're sorely mistaken.

And don't get me wrong, I'm AMD through and through, and I'm waiting for their next gen product to come out to update my computer. I just don't want to find out I'd have to pay $900 for an unlocked processor that barely out-performs a mid-tier Intel.
8

jimmysmitty , June 8, 2011 4:25 AM

hellwigAMD's last FX line died-out when it couldn't compete with Core2. I hope this means AMD's internal testing is going better than everyone expects, and that Zambezi (are we talking bulldozer here, I lost track) is a real contender. If AMD expects people to pay FX prices for Core-i5 performance, they're sorely mistaken.And don't get me wrong, I'm AMD through and through, and I'm waiting for their next gen product to come out to update my computer. I just don't want to find out I'd have to pay $900 for an unlocked processor that barely out-performs a mid-tier Intel.

Zambezi is the CPU only part of Bulldozer, so yes its the same. From the pricing it looks like it will compete with Sandy Bridge. They priced the top of the line one at about $350.
-6

JasonAkkerman , June 8, 2011 4:30 AM

Intel's tri-gate transistor on 22nm is going to kill AMD. Not that I have a problem with AMD, they make decent enough products for their cost. I just don't see how they are going to be able to compete with Ivy Bridge when it comes out.
-5

sliem , June 8, 2011 4:39 AM

"...expanding itd Gaming..."
Typo in the bold.
20

ikefu , June 8, 2011 4:47 AM

It's a never ending cycle with Intel and AMD. Intel is the much bigger company so they will usually have the lead. Then when Intel gets fat and lazy AMD will suddenly drop an innovation bomb that will kick Intel in the seat of the pants and get them going again.

You can thank AMD for Sandy/Ivy Bridge in a way because without AMD, Intel would still be sitting around doing not all that much and enjoying its monopoly. I intend to buy an AMD FX CPU on day one regardless just to support AMD. Not because I'm a fanboi (I have no problem with Intel CPUs) but because I want to see the ongoing increase in CPU tech and innovation driven by the rivalry.
6

wiyosaya , June 8, 2011 4:56 AM

jasonakkermanIntel's tri-gate transistor on 22nm is going to kill AMD. Not that I have a problem with AMD, they make decent enough products for their cost. I just don't see how they are going to be able to compete with Ivy Bridge when it comes out.

Intel is putting a marketing "spin" on this to make potential customers think they have something new and better. It is really just a PR effort to increase sales. Investigate it. Others, including AMD, also have this technology already.

Like others, though, I want a real part, not talk and hype. All this talk and hype without real parts is, IMHO, likely hurting AMD, not helping.
6

Yuka , June 8, 2011 4:56 AM

In FX we trust.

Cheers! xD
5

kingnoobe , June 8, 2011 5:07 AM

I agree ikefu. Not to mention just because amd has been sitting back seat doesn't mean they can't just come out with something that takes the lead.

I'm also not a fanboi of either I will buy w/e fits my needs and fits my budget.
-2

JasonAkkerman , June 8, 2011 5:08 AM

wiyosayaIntel is putting a marketing "spin" on this to make potential customers think they have something new and better. It is really just a PR effort to increase sales. Investigate it. Others, including AMD, also have this technology already.

I'm not saying that I believe the exact numbers that that Intel is putting about about their new transistor, but even if they can get half the expected performance gains and power saving it will still be a huge leap.

I'm not sure where you are getting your information from but every search I do about this technology returns results from big name periodical producers ranging from "ground breaking" to "world changing", and they all talk about how Intel invented the technology. Please share with me this information you have about the technology already existing and how other already have it.

http://eda360insider.wordpress.com/2011/05/19/3d-thursday-intel-and-finfets-tri-gate-transistors%E2%80%94a-different-kind-of-3d/
-5

verbalizer , June 8, 2011 5:10 AM

where's 'bobdozer' when you want him..?
4

dalethepcman , June 8, 2011 5:12 AM

Offing superior value products in the largest market segments, and a competing product in the enthusiast segment should do alot for AMD's sales. Now if AMD can convince average joe consumer that their product is superior for average joe's needs to Intel's for the same or less $'s(which it is), then they could change the computing game. They have a low end APU(C/E chips) that eats Atom in both performance and power. If their mid range APU(Llano) can compete with current gen I3's then they will be a force to be reckoned with. The high end enthusiast market is just for bragging rights, with today's CPU power who cares?
0

house70 , June 8, 2011 5:12 AM

I'm still waiting for 4-core support from a majority of programs/games out there. Even relatively new games have bugs that require disabling multicore functionality just to run right. Seen it in support forums all the time.
8 cores? Sounds sexy, but for now impractical.

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