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Nvidia: DirectX 11 Won't Define GPU Sales

By - Source: Tom's Hardware US | B 132 comments

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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Top Comments
  • 38 Hide
    curnel_D , September 17, 2009 8:43 PM
    "Nvidia says that special-purpose software relying on GPGPU will propel GPU sales, not PC gaming."

    This is as good as admiting defeat.
  • 30 Hide
    sandmanwn , September 17, 2009 8:48 PM
    Nvidia: "we haven't figured out dx11 yet"
    -nuff said
  • 30 Hide
    the_one111 , September 17, 2009 8:45 PM
    Curnel_D"Nvidia says that special-purpose software relying on GPGPU will propel GPU sales, not PC gaming."This is as good as admiting defeat.

    GG Nvidia, it was nice knowing you...

    ATI is definitely going to be my next graphics provider now.
Other Comments
    Display all 132 comments.
  • 38 Hide
    curnel_D , September 17, 2009 8:43 PM
    "Nvidia says that special-purpose software relying on GPGPU will propel GPU sales, not PC gaming."

    This is as good as admiting defeat.
  • 10 Hide
    CookYouAll , September 17, 2009 8:45 PM
    Poor Nvidia, better fright harder! Keep Ati cards at lower price.
  • 30 Hide
    the_one111 , September 17, 2009 8:45 PM
    Curnel_D"Nvidia says that special-purpose software relying on GPGPU will propel GPU sales, not PC gaming."This is as good as admiting defeat.

    GG Nvidia, it was nice knowing you...

    ATI is definitely going to be my next graphics provider now.
  • 11 Hide
    FlayerSlayer , September 17, 2009 8:46 PM
    Seems a little Radeon biased. Radeon supports OpenCL but not CUDA. NVidia cards support CUDA butnot OpenCL. Why is said as though OpenCL is some huge oversight on NVidia's side but not the reverse? Am I missing something?

    I admit the DX11 lack from NVidia is worrisome though.
  • 17 Hide
    hispeed120 , September 17, 2009 8:46 PM
    Nice one Nvidia, say something you aren't developing won't make a big deal and make it sound like other people are wasting their time... Pretty weak move.
  • 30 Hide
    sandmanwn , September 17, 2009 8:48 PM
    Nvidia: "we haven't figured out dx11 yet"
    -nuff said
  • 28 Hide
    chaohsiangchen , September 17, 2009 8:49 PM
    To NVIDIA: Stop puking out crap trash talk and start to make DX11-compatible card!
  • 22 Hide
    falchard , September 17, 2009 8:57 PM
    nVidia: We cannot meet DX10 specifications, can you lower them?
    nVidia: DX10.1 isn't a large enough upgrade to support.
    nVidia: DX11 isn't important.

    Seems to me that if nVidia can keep the 2005 market it would be fantastic. They didn't do their R&D, now they are paying for it. My bet is that AMD buys nVidia if they go far enough down. Then AMD can claim gaming.
  • 17 Hide
    subox247 , September 17, 2009 8:58 PM
    it appears nvidia doesn't have a direct x 11 gpu yet and is talking out there you know what. of course people buy 500 plus dollar video cards for transcoding video to there hand held devices quicker not to play video games
  • 25 Hide
    sstym , September 17, 2009 8:59 PM
    That reminds me when the guys at Voodoo graphics sneered at nVidia's 32bit color support and said it was just overkill, and 16bits colors were enough.

    Since nVidia has been on the other side of that stick, I can only assume their are trying to stall potential buyers and persuade them to wait for their own directx11 cards.
  • 11 Hide
    falchard , September 17, 2009 8:59 PM
    Ohh ya, DX11 is backwards compatible with DX10 and 10.1 like DX10.1 was. It just doesn't make any sense not to support it as the majority of cards now support atleast DX10.
  • 16 Hide
    hellwig , September 17, 2009 9:05 PM
    Maybe if NVIDIA had produced a new GPU in the last year, the market would look better for them. They haven't had any new technology since the G200 came out, and that was ONE single chip. Meanwhile ATI kicked their butt price/performance wise with the R700 series (which comes in at least 4 variants). And before you mention the the GeForce 9000 series or any GeForce 250 or lower, remember, all of those are based on the G80/G90 series chips.

    Anytime you have to reduce your product price 50% or more (as NVIDIA did after the Radeon 4870 came out), indicates a serious over-estimate of value on the part of the company. Add in the heat-induced failures plaguing numerous laptops with IGPs, and the relative failure of the PS3 console (the only latest-gen sporting NVIDIA graphics), and NVIDIA has to do some serious rethinking.

    Maybe this comment about DX11 is a product of that rethinking. Maybe they've given up on consumer graphics and really just aim to push GPGPU towards the science and research sector.

    Its sort of a shame to see them go. While I switched to ATI with the Radeon 4850, every GPU before that had been a GeForce.
  • 9 Hide
    vizworld , September 17, 2009 9:07 PM
    His name is 'Mike Hara', not Mike Hard.. Not sure why everyone is getting that wrong today.

    His Bio: http://www.nvidia.com/object/bio_hara.html
    VizWorld's correction: : http://www.vizworld.com/2009/09/nvidia-directx-11-stimulate-sales-graphics-cards/
  • 3 Hide
    ravewulf , September 17, 2009 9:11 PM
    Why does this sound vaguely familiar to when they said they wouldn't do D3D 10.1?

    I'm sure they'll have to do it eventually, but still...
  • 16 Hide
    JMS3096 , September 17, 2009 9:13 PM
    Translated: "We don't have any DirectX 11 silicon, so we're going to say that it really doesn't matter."
  • 3 Hide
    sanchz , September 17, 2009 9:16 PM
    Anyone else finds it ironic how AMD is in the place of nVidia against Intel; while it is at Intel's position against nVidia?
  • 19 Hide
    False_Dmitry_II , September 17, 2009 9:16 PM
    FlayerSlayerSeems a little Radeon biased. Radeon supports OpenCL but not CUDA. NVidia cards support CUDA butnot OpenCL. Why is said as though OpenCL is some huge oversight on NVidia's side but not the reverse? Am I missing something?


    Yeah, you are. The two mentioned in the article are supposed to be open standards that anyone could make something compatible with, and therefore anyone making software can use to write software that will simply run as long as the stuff the end user is running is standards compliant. They don't need to worry about what specific stuff is there. Just like most of the time stuff for 64-bit CPU's are mainly written to just the subset of commands that AMD and Intel can both run.

    CUDA is just some shit that nVidia made up that only runs on their cards period, and now that an open implementation is coming it will die. Just like ATI's stream stuff which is the same thing, just with ATI only.
  • 6 Hide
    davidgrenier , September 17, 2009 9:16 PM
    Rage doesn't take insane requirements because John Carmack he's THE man and tunes his engines up the wazoo!
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