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AMD to kill off ATI name

Tue 31 Aug 2010 10:37am GMT / 6:37am EDT / 3:37am PDT
BusinessHardware

Venerable graphics card brand to be retired as of Radeon 6000 series

AMD

Over the course of AMD's four decades in business, silicon and software have become the steel and plastic...

amd.com

Technology firm AMD has announced it is to retire the venerable ATI brand from its range of gaming graphics cards and chips.

AMD acquired ATI, which created a best-selling range of PC and Mac 3D cards as well as providing the graphics processing for the Xbox 360 and Nintendo Wii, in 2006.

The 25 year old company will no longer be identified on AMD's graphics cards as of the 6000 series Radeon boards, due later this year.

The cited reason is higher consumer awareness of 'AMD' than of 'ATI.'

"The Radeon brand and the ATI brand are equally strong with respect to conveying our graphics processor offering," John Volkmann, AMD's vice president of global corporate marketing, told THINQ.

"[The] combination of AMD and Radeon actually proved to be a stronger combination than ATI and Radeon in the minds of processor-aware consumers, by a statistically significant amount."

ATI now outperforms arch-rival NVIDIA in terms of discrete graphics card shipments, with the GeForce company reporting huge losses for its last quarter.

6 Comments

Jordan Woodward Studying Interactive Games Design, University of Gloucestershire

79 0 0.0
Cool i guess, it should prove to be a good move with the new gpu/cpu combos coming. Although I am slightly annoyed I've just bought a new ati card and it's going to have an 'old' brand on it :(

Posted:4 years ago

#1

Kieren Bloomfield Software Engineer, EA Sports

93 79 0.8
Think of it as a 'classic' model, Jordan :)

Posted:4 years ago

#2
ATI was pretty cool. AMD just doesnt feel like a next gen vid card maker at present. I guess thats why they took out a strong selling brand name. I am sure NVIDIA would have increased sales until AMD is more recognised on the high street

Posted:4 years ago

#3

Vitalii Moskalets Game Designer, GameLoft

27 0 0.0
No matter how you call it, the main thing is the card must be better, cheaper and work stable. Hope Radeons will maintain this good run of their new cards and will make them only better

Posted:4 years ago

#4

Michael Armer Studying Games Development National Diploma Level 3, Lancaster and Morecambe College

28 0 0.0
I could not careless what they are called. but its nicer to say i have a Nivdea just seems abit upper class. which is nice. and they have better games support (on a tested level)

Posted:3 years ago

#5

Ricardo Teixeira Studying MEng Computer Games Design, Staffordshire University

2 0 0.0
I find that losing the ATI name might not be a bad move at all, plus it was something I already expected since the acquisition by AMD. Radeon is indeed the most popular name, but I will always remember those sleepless nights, where all you could think was “Nvidia or ATI?”

Posted:3 years ago

#6

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