AMD ups its Game

Chip maker claims to bring console-like play to mainstream PCs

AMD reckons that there are around 263 million mainstream PC gamers worldwide

AMD has kicked off an initiative designed to help users pick and design PCs that are best suited for high-definition gaming.

The AMD Game venture is being supported by the likes of Acer, Alienware, Logitech and Microsoft.

"AMD Game ensures that consumers don't need an enthusiast-level knowledge of PC hardware for an optimal gaming system," said Nigel Dessau, senior vice president and chief marketing officer at AMD.

"We in the PC industry owe consumers the same predictability, simplicity and affordability in finding a PC for gaming that the console industry currently provides."

Tech consultancy Jon Peddie Research said that two-thirds of all desktop and notebook PCs sold last year had only the most basic of capabilities, and lacked the technology needed to run today's popular games.

"AMD Game is a new initiative focused on delivering a novel experience for consumers, addressing a problem that has long existed in the PC industry until now," said Dr Jon Peddie, president of Jon Peddie Research.

"Our research has shown that PC gaming is on the rise and this effort from AMD not only rallies industry support for PC gaming, but acknowledges that computer gaming needs balanced systems for the best consumer experience."

AMD reckons that there are around 263 million mainstream PC gamers worldwide and hopes to help those gamers buying new PCs or components get the most out their systems.

The company believes that consumers should have a balanced platform with matched and tested components that meet their needs and not have to compromise by choosing which components and software are more valuable.

AMD Game aims to help users be more confident that those PCs and components that carry the AMD Game logo have been optimised for gaming with the right graphics and processor components.

"We are happy to see the growing interest in PC gaming and AMD is adding a much needed program to help continue that trend," Patrick Cooper, director of Alienware.

AMD Game systems will incorporate a range of technologies such as AMD Phenom processors and the upcoming AMD Turion Ultra processors, with ATI Radeon HD 3000 series graphics and AMD chipsets.

AMD Game platforms are available immediately online from system builders and retail availability is expected in the second half of 2008.