XFX aims to 'Play Hard' with gamers

Tier one card manufacturer, XFX takes gaming very seriously and is using its time at GITEX to get closer to gamers and push its new series of cards

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By  Jason Saundalkar Published  November 22, 2006

XFX is touting its new ‘Play Hard’ slogan at GITEX in a bid to secure its relationship with gamers in the region and around the world. The Hong Kong-based nVidia launch partner is also showing off its new 8800 series of nVidia graphics cards. “We decided to use ‘Play Hard’ for a number of reasons. The first is that we see gaming as a professional sport and we know that some gamers see themselves as athletes,” says Sunny Narain, vice president regional sales, XFX. “We want gamers to be able to identify us easily if they don’t already know about us.” The firm has plans to align itself with well known gaming athletes and hopes that its efforts will allow its distributors to talk to gamers on a common ground. The ‘Play Hard’ campaign was originally launched at the Rugby 7’s sporting evening on the first of May 2006. The recently launched 8800 series of graphics cards however are the first products to bear the new slogan. “The 8800 series is a massive leap in graphics technology and we wanted to enter the market with a big bang. Gamers have very high expectations from hardware, we always have inquirers about over overclocked ‘XXX’ Edition graphic cards,” explains Narain. The firm expects the graphics card industry will experience a massive boom thanks to gaming becoming more popular but also thanks to Microsoft’s newly launched Vista operating system.

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