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NVIDIA cancels controversial GeForce Partner Program

By Koh Wanzi - on 7 May 2018, 11:15am

NVIDIA cancels controversial GeForce Partner Program

Image Source: NVIDIA

NVIDIA is pulling the plug on its controversial GeForce Partner Program (GPP). The company published a blog over the weekend announcing the end of GPP, its first official response to the negative press commentary and allegations of unfair practices swirling around the program.

According to NVIDIA, it decided to cancel the program rather than “[battle] misinformation”.

The biggest issue troubling critics of GPP was that it required partners to have an NVIDIA-focused gaming brand to enjoy its full benefits. This meant that board partners like ASUS and Gigabyte, with their ROG and Aorus product lines, would have to limit these brands to NVIDIA graphics cards.

In fact, that looked exactly like what ASUS was planning to do with the creation of a new AREZ graphics card brand just for AMD-based cards. Similarly, Gigabyte dropped the Aorus name from its RX580 Gaming Box, while MSI did away with its Gaming moniker.

AMD’s official response to GPP also stated that add-in board partners would be launching new brands that carry AMD Radeon products.

This is problematic because these alternate AMD-based brands could be perceived as lower-end by consumers, especially once they were dissociated from the key gaming line-ups of each brand.

Other more egregious accusations claimed that only GPP partners would be eligible for rebates, priority allocation, and market development funds (MDF), but NVIDIA has denied that that is the case.

Either way, GPP is dead for now. That said, it’s not clear whether ASUS and other AIB partners will revert to their original branding for graphics cards, and we’ll probably have to wait and see what happens.

Source: NVIDIA