Nvidia: DirectX 11 Will Not Catalyze Sales of Graphics Cards

[JohnJohn]

Nvidia Corp. said during a conference for financial analysts that the emergence of next-generation DirectX 11 application programming interface will not drive sales of graphics cards. The firm believes that general purpose computing on graphics processing units (GPGPU) as well as its proprietary tools and emergence of software taking advantage of these technologies will be a better driver for sales of graphics boards than new demanding video games and high-end cards.

DirectX 11 - Not Important

“DirectX 11 by itself is not going be the defining reason to buy a new GPU. It will be one of the reasons. This is why Microsoft is in work with the industry to allow more freedom and more creativity in how you build content, which is always good, and the new features in DirectX 11 are going to allow people to do that. But that no longer is the only reason, we believe, consumers would want to invest in a GPU,” said Mike Hard, vice president of investor relations at Nvidia, at Deutsche Bank Securities Technology Conference on Wednesday.

Nvidia believes that special-purpose software that relies on GPGPU technologies will drive people to upgrade their graphics processing units (GPUs), not advanced visual effects in future video games or increased raw performance of DirectX 11-compliant graphics processors.

I think we've lost them
More here

Edit: The question & audio recording is here

[zanzabar]

spoken like some1 with no products or support for dx11

[stangracin3]

is it me or are they opening up an ocean worth of ing whoopass on themselves

[xlink]

is it me or are they opening up an ocean worth of ing whoopass on themselves

well, someone is, at the very least, getting a can of whoopass opened on them

[Glow9]

Hrm, ironic as they marketed the hell out of their $3-600+ DX10 lineup and look how awesome DX10 was *farting noise*

[Mechromancer]

spoken like some1 with no products or support for dx11

QFT

[Chruschef]

I agree that they're down playing DX11, but he has a bit point. I think most people don't go out and buy a new graphics card for a new version of DX software. however, people aren't going to buy GPUs because of GPGPU stuff(don't most of nvidia's cards already support GPGPU?).

people buy new graphics cards because of considerable performance increases(mostly high-end) and cost/performance ratios. that said GPGPU and OpenCL type things look enticing, but most GPUs already support iirc.

the author of that article is really taking what they said to an extreme imo. the nvidia guy says "we believe that is not the only reason consumers would want to invest in a GPU" and then this guy jumps out and says nvidia is only concerned with GPGPU, and not at all concerned with graphics.

[Mad1723]

Someone should warn them that treating people like idiots is never a good idea for business... hell, anybody with common sense knows that.

[K404]

spoken like some1 with no products or support for dx11

+1

Of course... when they have DX11 parts... they will make damned sure everyone knows that their cards support that not important feature

[ColonelCain]

Someone should warn them that treating people like idiots is never a good idea for business... hell, anybody with common sense knows that.

Shh... they still think that common sense is akin to cooties.

[JohnJohn]

Please hear the audio, it goes hand to hand with the bizarre

[Cybercat]

It's standard practice for them to put down anything ATI gets to first. At least this time they're not ignoring its existence.

[highoctane]

“DirectX 11 by itself is not going be the defning reason to buy a new GPU. It will be one of the reasons."

Come on folks they're just adding their angle to promote gpgpu's as well...

Either way neither dx11 or gpgpu is hardly a reason for me to upgrade my video card.

[stangracin3]

does nvidia even support DX10.1 on the highend yet?

[Pontos]

I guess this means the 2% yields was not too far from the truth then...

I just hope they wont make the same ty campaign against DX11 as they did with DX10.1
You know, putting pressure on developers so they don't even think about using it (TWIMTBP games mostly), not just this kind of press release saying "It's not important".

I mean, ATI said that about SM3 (DX9.0c) with their x8xx line, but just that...

“DirectX 11 by itself is not going be the defning reason to buy a new GPU. It will be one of the reasons."

Come on folks they're just adding their angle to promote gpgpu's as well...

Either way neither dx11 or gpgpu is hardly a reason for me to upgrade my video card.

It's one of the reasons for a "small" update (HD4xxx to HD5xxx, or GTX 2xx to GTX 3xx), but pretty much the main for a "big" update or new build.

I'm planning about getting a HD5850 to replace my current HD3850. Getting a HD4xxx series now would be kinda lame.

[Machinus]

this is just pure FUD...why do consumers care about gpgpu again? oh, they don't. sounds like somebody isn't invited to the dx11 launch party...

[Chickenfeed]

Until we see the DX11 equivalent of the 8800GT, the general public and average gamer won't give a crap as the first round of DX11 parts from both ATI and Nvidia won't be what I'd call mainstream ( the performance parts at least ; I don't care about DX11 support on a gpu that can't even handle current DX10 games eg watered down low end parts that still support it )

He is trying to downplay it as they must have some fear that people may go for the 5xxx cards due to this but I doubt that is the big motivator. ATI want be people to know for dame sure that they are the first and only game in town where it is concerned but I really don't care.

I want a 5870 purely due to the increase over a 4870x2 as well as reduced power usage, no CF scaling issues with a single card and still better performance in current and upcoming games. DX11 is the last reason on my list for wanting one personally.

[reasons]

While I'm not fully agreeing with their statement they do have a point. I saw no reason to upgrade this gen and I'll probably hold of a bit for dx11 until games come. You can have all the immersive graphics you want but bioshock (in dx9) and hl2e2, simple dx9 games, god me more immersed then anything in quite some time. I don't think anyone doubts that though.

That said, ATI sure is making their new cards tempting and I would love to get my hands on one. Nvidia can't just downplay it like they are trying.

[tdream]

Sounds like damage control to shareholders. "Don't Worry! Now is not the time to be using your green slips as toilet paper! aheheheheh" /nervous laughter

[Sadasius]

Wow that made me want to buy ATI shares.

[spicypixel]

Until we see the DX11 equivalent of the 8800GT, the general public and average gamer won't give a crap as the first round of DX11 parts from both ATI and Nvidia won't be what I'd call mainstream ( the performance parts at least ; I don't care about DX11 support on a gpu that can't even handle current DX10 games eg watered down low end parts that still support it )

5850?

[Kylzer]

5850?

Well

i think

HD5770 or HD5830

[Pontos]

5850?

More like a 56x0 series, but only if it's comparatively as good as the 46x0 is now performance wise, and not like 26x0 and 36x0 were.

[zanzabar]

More like a 56x0 series, but only if it's comparatively as good as the 46x0 is now performance wise, and not like 26x0 and 36x0 were.

the 56xx is supposed to have the 800shaders it should be nice

[trinibwoy]

Wow that made me want to buy ATI shares.

You'll have to go back in time in order to do that