AMD looks to gaming market

AMD is looking to demand from gaming enthusiasts for high performance to push sales of its new Athlon 64-bit processor. The company has won support from game manufacturers as well as industry heavyweights such as Microsoft to push the new chip.

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By  Peter Branton Published  September 24, 2003

AMD is looking to demand from gaming enthusiasts for high performance to push sales of its new Athlon 64-bit processor. The company has won support from game manufacturers as well as industry heavyweights such as Microsoft to push the new chip.

The AMD Athlon 64 FX processor was launched with great fanfare at a number of events worldwide this week. HP has promised to have systems based on the platform ready by Q4 this year, while Fujitsu Siemens and Packard Bell were among more than 150 manufacturers globally to announce system availability. Microsoft has also committed to the platform, although its Windows XP 64-Bit Edition is still only in beta mode.

It is the gaming connection that is really going to drive sales, with AMD claiming the chip has been specifically designed for gamers, PC enthusiasts and digital content creators. “Extreme PC enthusiasts and gamers have long been the drivers of the industry, shaping and influencing what new technology ultimately reaches mainstream computer users,” said Dirk Meyer, senior vice president of AMD’s Computation Products Group. “We custom-made the AMD Athlon 64 FX processor for these power users. Now they can spend more time playing, imagining and creating.”

The new chip will support 32-bit applications and can process more than 4GB of physical memory at a time, making it appealing for the cutting-edge enthusiast, if not the ordinary user. In the Middle East, where there is a large population of people under 30, there is a high level of demand for more high-powered machines, especially in the gaming sector.

However, AMD will have its work cut out for it if it is to grow its market share with the Athlon 64. Major manufacturers such as Dell have so far failed to sign up for the chip.

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