AMD is considering selling graphics cards directly to gamers

AMD Radeon

To help PC players gain access to affordable graphics even during a mining boom, Radeon Gaming vice president Scott Herkelman considers whether AMD should not act as a salesperson. In contrast to Nvidia’s sale of Founders Edition cards, AMD would offer models from board partners such as Sapphire in a web shop.

Due to the high GPU needs of crypto-coin miners, some graphics card models have increased prices to unaffordable – or at least unreasonable – heights, while stocks at most major retailers have dropped to zero. The situation is currently stabilizing at a slower pace again, a new mining boom could theoretically undo this development in a short time.

PCGamesN has talked with Scott Herkelman, vice president of the Radeon gaming division AMDs, about the negative impact of GPU mining on gamers. AMD’s graphics cards, especially the various models of the Radeon RX 570/580 and the Radeon RX Vega, served as scavengers due to their relatively high compute performance, resulting in poor availability. In the case of the RX Vega, the small amount of possible suppliers for the HBM2 stack increased the problems.

One should therefore consider AMD, so Herkelman, whether one should not sell graphics cards directly to PC players, if it comes back to a global mining boom. Nvidia was able to counteract the price increases a little better, since in its own web shop, the graphics cards in the Founders Edition were distributed with EIA. The Radeon gaming vice president had been thinking intensively last year about whether AMD should behave similarly. He thinks about whether one should sell directly the products of the board partners like Asus or Sapphire or help them set up their own online shops where the graphics cards are sold for a fair price. The manufacturer wants PC players to have access to good value products. Due to the fact that Herkelman wants to sell not only reference models, but equally improved board partner products, there should be even greater pressure on dealers not to artificially boost prices for Radeon graphics cards.

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