AMD is moving its focus away from high-end GPUs in an effort to grow sales and market share. Its new AMD Radeon GPUs will instead target mid-tier and budget gamers to help challenge Nvidia's dominance over the market. AMD confirmed the news during a question and answer session at the IFA 2024 tech showcase in Berlin.
AMD is now going to "focus on scale" in an effort to hold "40 to 50 percent" of the GPU market by moving towards cards that can benefit a bigger share of gamers, rather than focusing on enthusiasts at the top end. This isn't necessarily a bad idea, as some of the AMD.
Jack Hunyh, a senior VP and member of the AMD leadership team, spoke in an Radeon 5700 XT, rather than trying to deliver at the top.
It's been rumored that Nvidia DLSS when it comes to image quality. Nvidia's 4000-series cards perform better in ray tracing benchmarks than AMD's current RDNA 3 GPUs at the high end, too.
Looking at market share alone, it's clear that AMD needs to do more to challenge Nvidia's hold over gamers, but if its new RDNA 4 GPUs offer better bang per buck than Nvidia's competitors at the lower end of the market, it may be able to establish a space for itself.
High-end GPUs are potentially great for AMD's brand, but with AMD currently only commanding 12% of the market, focusing all its efforts on the largest group of gamers could help it win back some presence in the market.
AMD enthusiasts don't need to totally panic, though, as Hyunh confirms that AMD "won't forget the Threadrippers and the Ryzen 9's at the top." While he didn't confirm it outright or elaborate on that, it does seem likely that AMD will produce high-end GPUs again at some point in the future.
Time will tell if AMD's new RDNA 4 graphics cards successfully challenge Nvidia's success among gamers. There's no confirmed Radeon RX 7800 XT, a great value card that doesn't sacrifice too much performance.