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ASUS introduces new AREZ branding for AMD-based ROG GPUs

By Koh Wanzi - on 19 Apr 2018, 11:24am

ASUS introduces new AREZ branding for AMD-based ROG GPUs

ASUS Arez

ASUS is rebranding its entire line-up of Republic of Gamers (ROG) AMD graphics cards.

AMD-based GPUs from ASUS will now fall under the AREZ family, a new gaming-oriented series dedicated to the red camp. It comprises four different lines of cards and 28 individual models, including the Dual, Strix, Phoenix, and Expedition series.

The name is derived from Ares, the Greek god of war, but the important thing is that the new cards are not actually different from the previously available models that were sold under the ROG branding.

It looks like they simply replace an existing ROG card, and ship with a new name and logo on the box.

The rebranding seems to suggest that ASUS has joined NVIDIA’s GeForce Partner Program (GPP), which reportedly requires that partners reserve their gaming brands exclusively for GeForce cards. This could be ASUS’ way of skirting the requirements without abandoning AMD, and it’s likely that we will only see NVIDIA cards under the ROG name from this point on.

In a press release announcing the AREZ brand, ASUS was emphatic in saying that the brand highlighted the “strong working partnership” between ASUS and AMD, further suggesting that this was indeed a response to NVIDIA’s GPP initiative.

Separately, AMD has also formally announced that its add-in board partners will be launching new brands for AMD Radeon products, so we may be in for an even more heated battle between the red and green teams.

The ROG brand is one of the most recognizable names in the industry, so it remains to be seen whether the loss of this association will hurt AMD. That said, the cards are no different, and they offer the same components, cooling technology, and features such as ASUS’ Auto-Extreme Technology, Super Alloy Power II, MaxContact, and FanConnect II.

ASUS AREZ graphics cards will be available starting in May. Further information on price will be made known at a later date.