AMD nails up 'gamers first' manifesto

Graphics card leader Nvidia has always been careful to nurture its core customer base with its 'The Way It's Meant To Be Played' marketing campaign aimed at PC gamers, and now it looks like AMD and its graphics subsidiary ATI are trying to steal their competitor's thunder with a new campaign.

AMD says its new Gaming Evolved manifesto represents "a deep commitment to PC gamers, PC game developers, and the PC gaming industry to deliver innovative technologies, nurture open industry standards, and to help the gaming industry create the best possible gaming experience on the world’s best gaming platform - the PC."

The company, which makes CPUs and chipsets as well as dedicated graphics cards, says that the core philosophy of Gaming Evolved is “Gamers Come First,” and has made a number of pledges to that end.

"We commit to driving PC gaming innovation and delivering the advanced next-generation technology that is the heart of PC gaming," the company said in a statement, adding, "We promise to nurture the expertise, creativity, and open standards needed for inventing thrilling and immersive PC gaming experiences. We pledge our unconditional support for the entire PC gaming industry to help keep it thriving, and producing the great products that define our entertainment culture."

AMD is also promising to embrace open standards like OpenCL and OpenGL in order to attract gamers away from Nvidia. It all seems a lot like marketing bluster to us from a company which has often been seen as a cut-price also-ran in the video card market.

We can only hope, however, that AMD's new initiative continues to give the engineers at Nvidia food for thought as, without competition, we'd all be stuck in the same boat.