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AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
AMD Gaming Evolved - GDC 2010
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AMD Gaming Evolved - GDC 2010

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Presentation given by AMD and gaming industry partners at the Game Developers Conference 2010 in San Francisco on March 9th. …

Presentation given by AMD and gaming industry partners at the Game Developers Conference 2010 in San Francisco on March 9th.

For more information, please visit:
http://links.amd.com/AMDGamingEvolved
http://links.amd.com/GamingEvolvedContext

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  • 1. Putting Gamers First Nigel Dessau Chief Marketing Officer, AMD March 2010
  • 2. What Matters to Game Developers A great gaming experience A company committed to gamers, gaming and the spirit of fair play 2 | Gamers First | March 2010
  • 3. AMD’s Gamers’ Manifesto March 2010
  • 4. We Commit to Driving Innovation We have brilliant engineers and we will give them Innovation the support and freedom to invent great technologies We will consult with the gaming community to help align our innovations to their wants and needs 4 | Gamers First | March 2010
  • 5. We Commit to Industry Standards We will participate in the development and Industry Standards cultivation of industry standards Wherever feasible we will move quickly to move our innovations into the industry standards 5 | Gamers First | March 2010
  • 6. We Commit to Supporting PC Gaming We will wholeheartedly throw our support Supporting Developers behind the PC gaming industry to help it thrive and flourish We will provide the technical and business support game developers need to help make their games a success 6 | Gamers First | March 2010
  • 7. AMD Changing the Game Education & Technology 7 | Gamers First | March 2010
  • 8. We Commit to Putting Gamers First At the heart of all of our efforts is the mandate Gamers to help make gamers’ experiences better First All gamers, those with AMD hardware in their system, or not, deserve the best gaming experience possible 8 | Gamers First | March 2010
  • 9. AMD’s Commitment to Gamers Jumpstart and then drive innovation into Align roadmaps with industry standards Developers needs Gamers Create large technology install bases for developers 9 | Gamers First | March 2010
  • 10. Neal Robison Director, ISV Relationship Management March 2010 | AMD Confidential
  • 11. Our Focus Deliver a better gaming experience Make the biggest difference possible by aligning with the industry, not bifurcating it Respect our developers and the gamers 11 | Gamers First | March 2010
  • 12. What are the Gamers Saying? HardOCP Poll: Which would you rather: PhysX 37 12.89% Eyefinity: 73.17% Eyefinity 210 73.17% PhysX: 12.89% Don’t Care 40 13.34% Don’t care: 13.34% http://www.hardforums.com/showthread.php?t=1493621 Gamestar Poll: Which is more important to you: Both unimportant - 12.1% DirectX 11: 54.50% Both equally important - 18.4% PhysX: 15.00% 54.5% - DirectX 11 Both equally important: 18.40% PhysX - 15% Both unimportant: 12.1% http://www.gamestar.de/index.cfm?pid=842&pk=10669 12 | Gamers First | March 2010
  • 13. Fueling Industry Standards with Innovation Tessellation Engine became Tessellation in DirectX 11 3Dc became BC5 in DX10 JEDEC’s GDDR3/4/5 standards driven by DRAM committee chair Joe Macri (AMD CTO) Significant IP contributor to DisplayPort Alternate Frame Rendering now common mechanism for multi- graphics solutions 13 | Gamers First | March 2010
  • 14. Success - DirectX 11 Shipping Now: Coming Soon: EA Phenomic BattleForge Fastest selling Online: Eberronof 2010: Turbine D&D game Unlimited GSC Gameworld S.T.A.L.K.E.R.: Call of Pripyat 130,000 units in first weekend1 Kylin MMO Codemasters DiRT 2 EA DICE Frostbite 2 Engine Rebellion Aliens vs. Predator Trinigy Vision Engine Unigine Unigine Engine (Heaven Demo) Two of the Top of3 games on Turbine Lord the Rings Online EA DICE Battlefield: Bad Company 2 Steam 2 1. http://www.chart-track.co.uk/?i=797&s=1111 14 | Gamers First | March 2010 2. http://news.bigdownload.com/2010/02/22/aliens-vs-predator-on- top-of-latest-steam-top-10-best-seller-lis/
  • 15. Chris Kingsley CTO, Rebellion March 2010 | AMD Confidential
  • 16. Aliens Vs. Predator™
  • 17. About Me • Chris Kingsley • Co-founder of Rebellion • Along with my brother, Jason • Ex-programmer 17 | Gamers First | March 2010
  • 18. Rebellion • Europe’s number 1 “super-developer” • Founded in 1992 • 19 worldwide Number One hits • Stacks of Awards • 2000 AD 18 | Gamers First | March 2010
  • 19. Rebellion Games • Alien Vs Predator - Atari • Aliens Vs Predator - Fox Interactive, 1999 • Aliens Vs Predator - Sega, 2010 • The Simpsons Game - EA • Call Of Duty World At War Final Fronts - Activision • Star Wars Battlefront Elite Squadron - LucasArts • Sniper Elite - MC2 / Ubisoft / Namco • Judge Dredd: Dredd Vs Death - Vivendi • Delta Force Black Hawk Down - Novalogic • Rainbow Six - Red Storm • and many more... 19 | Gamers First | March 2010
  • 20. Aliens Vs Predator – the Game • Publisher: SEGA • Genre: FPS • Release Date: February2010 • ESRB Rating: M (Mature) • Platforms: Xbox 360, PlayStation 3 and PC • Official Site: http://www.sega.com/games/aliens-vs-predator/ 20 | Gamers First | March 2010
  • 21. Overview • An all-new game for PC and hi-def console, from the maker’s of the original 1999, critically acclaimed classic. • A triple-A cinematic FPS experience like nothing else on the market, bringing together 3 distinct experiences in one game. • Stand-out, fan-favourite IP delivered with incredible production values that reference the films’ universe. • Three games in one plus multiplayer = immense and long-lasting customer value. 21 | Gamers First | March 2010
  • 22. Aliens Vs Predator • World-wide Number One hit • Sega’s fastest selling title ever • Fastest selling tile of the year so far • Sega’s record for magazine covers • More magazine covers than Modern Warfare 2 • Sold out 22 | Gamers First | March 2010
  • 23. Working with AMD • AMD Developer Relations • Worked with us for over 12 years • Richard H used to have an even more lovely and fuller head of hair then! • Technical Evangelism • They tell us how great things will be • And we do all the hard work (not really) • AMD work with us to get the best out of our games • Meetings, seminars, test services, advice, coding help • Cool new hardware • delivered in brown padded envelopes… 23 | Gamers First | March 2010
  • 24. Working with AMD (Cont.) • We love working on the best new stuff  We can do more, look better, run faster – Access to cool new hardware  delivered in brown paper bags!  Except Eyefinity Monitors – Get to hang out on Aircraft Carriers 24 | Gamers First | March 2010
  • 25. DirectX 11 Features • Full retail AAA DX11 title in Q1 2010 • Extensive use of DX11 features to add performance and visual quality over the DX9 version  Character tessellation for more realism and immersion  The Alien up close has never been more terrifying!  Faster and better post- processing effects using Compute Shaders  More realistic shadows 25 | Gamers First | March 2010
  • 26. DirectX 11 Feature: Character Tessellation 26 | Gamers First | March 2010
  • 27. DirectX 11 Feature: Character Tessellation 27 | Gamers First | March 2010
  • 28. DirectX 11 Feature: Character Tessellation 28 | Gamers First | March 2010
  • 29. ATI Eyefinity Support • Aliens Vs Predator Validated for ATI Eyefinity  On release • Great for gamers • Awesome experience  Helps Alien gameplay a lot  Some extra work  A challenge with the Alien’s wide field-of-view – Don't just take my word for it  See it for yourself 29 | Gamers First | March 2010
  • 30. See the game for yourself • Demo machine • Eyefinity 3x1 30 | Gamers First | March 2010
  • 31. Aliens vs. Predator™ Attribution © SEGA. Aliens vs. Predator™ & © 2010 Twentieth Century Fox Film Corporation. All Rights Reserved. Technology ©2010 Rebellion®. SEGA and the SEGA logo are registered trade marks or trade marks of SEGA Corporation. All rights reserved 31 | Gamers First | March 2010
  • 32. Thanks! 32 | Gamers First | March 2010
  • 33. Neal Robison Director, ISV Relationship Management March 2010 | AMD Confidential
  • 34. Our Success – ATI Eyefinity Technology 34 | Gamers First | March 2010
  • 35. Success – ATI Eyefinity Technology Aliens vs. Predator Need for Speed: Shift League of Legends Anno 1414 – Dawn of Portal Left 4 Dead Discovery Team Fortress 2 Left 4 Dead 2 Battlefield Bad Company 2 World of Warcraft Napoleon: Total War Battleforge Aion Operation Flash Point Dawn of War 2 AVATAR RaceDriver: GRID Dawn of War 2: Chaos Batman: AA S.T.A.L.K.E.R: Call of Rising Bioshock Pripyat DiRT 2 Call of Juarez: Bound in S.T.A.L.K.E.R: Clear Sky Dragon Age: Origins Blood Supreme Commander 2 Elder Scrolls IV: Oblivion Crysis Wolfenstein Multiplayer Half Life 2 Crysis Warhead Fallout 3 35 | Gamers First | March 2010
  • 36. Chris Taylor CEO & Founder, Gas Powered Games March 2010 | AMD Confidential
  • 37. Neal Robison Director, ISV Relationship Management March 2010 | AMD Confidential
  • 38. Open Physics Initiative Enabling true industry-wide support  Free, unrestricted access to cutting-edge physics capabilities for PC game developers  Advanced libraries supporting both GPUs and multithreaded CPUs  No proprietary vendor lockouts Bullet Physics  Rigid body simulation, cloth, fluids, particle systems  Strong cross-platform adoption in PC and console games today  Open source physics libraries using OpenCL and DirectCompute 11 Pixelux DMM  Digital Molecular Matter material physics technology  Beyond rigid body physics - soft bodies, deformable & breakable objects, fracturing  Tightly integrated with Bullet Physics, compatible with any rigid body system  FREE DMM2 with OpenCL acceleration 38 | Gamers First | March 2010
  • 39. Open Stereo 3D Initiative Interoperable hardware & software Stereo 3D Capabilities – • Work with ecosystem partners to enable Coming Soon multiple solutions • ATI Eyefinity Technology • Encourage co-operation and standards • 120 Hz 3D displays development with industry-wide participation • Active & passive shutter glasses • More choice, more innovation, and lower cost • Quad buffering • DirectX 9/10/11 support • Blu-ray 3D movies • Stereo 3D notebooks • Bundled solutions 39 | Gamers First | March 2010
  • 40. Engaging with Developers Marketing engagement Technical engagement 40 | Gamers First | March 2010
  • 41. Marketing Programs Providing marketing support to PC game developers (exclusive and non-exclusive, large companies and small) What we do: Bundling, co-marketing and advertising 41 | Gamers First | March 2010
  • 42. Support and Integration with Partners Help AIB partners develop custom packaging and board artwork designs to promote games and bundles Promoting AMD CPU, Motherboard & Graphics with games across North America and Europe through channel partners Run extensive ad campaigns in support of bundles and games on gaming and technology sites Work closely with OEM and System Integrator partners to help drive sales increases 42 | Gamers First | March 2010
  • 43. David Anderson Senior Director, Head of Business Development March 2010 | AMD Confidential
  • 44. Neal Robison Director, ISV Relationship Management March 2010 | AMD Confidential
  • 45. Success – Recent AAA Titles 45 | Gamers First | March 2010
  • 46. Richard Huddy Developer Relations Manager March 2010 | AMD Confidential
  • 47. Engaging with Developers Marketing engagement Technical engagement 47 | Gamers First | March 2010
  • 48. Living Our Commitment – Support for Developers Technical engagement Developer tools Product development 48 | Gamers First | March 2010
  • 49. Our ISV Team Close to where the developers are Focused on enablement Swimming with the current, instead of up-stream reduces need for massive teams 9 languages, 30+ countries supported 49 | Gamers First | March 2010
  • 50. Engineering Support Looking for ways to improve the game Finding efficiencies Helping to enable cutting-edge features Educating developers on latest development standards Providing tools and hardware at critical inflection points 50 | Gamers First | March 2010
  • 51. Kevin O’Leary Product Manager, EA March 2010 | AMD Confidential
  • 52. Battlefield: Bad Company 2 • AMD and DICE have been working closely together for over 6 years • DICE has been involved with DX11 development from a very early stage • Battlefield: Bad Company 2 is the first PC Battlefield game to utilise the Frostbite engine. • DX11 and Eyefinity support are strong additions to the PC 52 | Gamers First | March 2010
  • 53. Battlefield Bad Company 2 • DX11 support is integral to future iterations of the Frostbite engine. • DX11 improves the overall performance and softens the dynamic shadows in-game • Eyefinity 3x1 offers a more immersive experience and has competitive advantages • Thanks to close collaboration with AMD, DICE now has the ability to make the best possible PC games in the future. 53 | Gamers First | March 2010
  • 54. Richard Huddy Developer Relations Manager March 2010 | AMD Confidential
  • 55. Our Successes – GSC Game World S.T.A.L.K.E.R. – Clear Sky Deferred rendering engine didn’t allow MSAA AMD engineers worked hard to ensure MSAA worked with DirectX 10.0 AND DirectX 10.1 – to the benefit of gamers with competitor’s cards. Also helped implement ambient occlusion and helped improve the quality of the shadows 55 | Gamers First | March 2010
  • 56. Product Development Align hardware technologies with the needs of upcoming games In-depth architectural tours with developers at the cutting-edge of PC game development Connect AMD’s CTO-level expertise with ISV’s lead developers to find out what they want and need  Discussions have direct and deep impact on our product development 56 | Gamers First | March 2010
  • 57. Developer Tools Long history of providing tools to developers  RenderMonkey, GPU MeshMapper, Normal Mapper, Tootle, CubeMapGen, The Compressonator, GPU Shader Analyzer, GPU PerfStudio, ATI Stream Profiler Help developers maximize performance and feature potential Create tools that help developers quickly implement new industry standards 57 | Gamers First | March 2010
  • 58. Current Tools Focus Helping game developers with the rapid transition to DirectX 11 with state- of-the-art tools Preparing for the transition to Fusion with key developer tools for OpenCL and DirectCompute Tools in active development include: – GPU PerfStudio (including Shader Debugger and Profiler) – GPU ShaderAnalyzer/Stream KernelAnalyzer – ATI Stream Profiler – ATI Stream Debugger 58 | Gamers First | March 2010
  • 59. Continuous Improvement New ATI Eyefinity Technology SDK on AMD.com soon (mode enumeration, topology, main display identification, etc) In-depth feedback given to developers and to AMD driver teams  With ATI Catalyst 10.2 and its new profile mechanism, driver updates can be delivered quickly New ATI Eyefinity Technology Validation Program Deltas can occur on either the AMD or developer level; we have some ground to make up 59 | Gamers First | March 2010
  • 60. Neal Robison Director, ISV Relationship Management March 2010 | AMD Confidential
  • 61. AMD’s Gamer-Focused Program AMD has had successful Gaming ISV engagements for several years Today we build upon that with: a clear statement of principles a renewed commitment to enhanced technical and marketing support the introduction of a proper name and identity 61 | Gamers First | March 2010
  • 62. Introducing... AMD Gaming Evolved is: A new name and identity – clearly distinguishes what we do with the gaming community A reflection of our ongoing commitment to gamers An indication of the depth of technical and marketing engagement with game developers 62 | Gamers First | March 2010
  • 63. AMD Fusion Partner Program Foundation Benefits Platforms Help our software Technical partners deliver Enablement Make it easier for compelling technology software partners to to meet new market develop innovative Partner demands Management solutions based on AMD technology PR & Social Media Support Offer a program that Help software delivers content, Partner Training & partners expand tech enablement, Communication Partnerships sales network development resources through AMD’s and marketing support extensive ecosystem Resource Center 63 | Gamers First | March 2010
  • 64. Gamers Come First 1. Gamers Manifesto (Statement of Principles) 2. Technical and Marketing Enablement 3. Program Identity 64 | Gamers First | March 2010
  • 65. Nigel Dessau Chief Marketing Officer, AMD March 2010 | AMD Confidential
  • 66. Disclaimer & Attribution DISCLAIMER The information presented in this document is for informational purposes only and may contain technical inaccuracies, omissions and typographical errors. The information contained herein is subject to change and may be rendered inaccurate for many reasons, including but not limited to product and roadmap changes, component and motherboard version changes, new model and/or product releases, product differences between differing manufacturers, software changes, BIOS flashes, firmware upgrades, or the like. AMD assumes no obligation to update or otherwise correct or revise this information. However, AMD reserves the right to revise this information and to make changes from time to time to the content hereof without obligation of AMD to notify any person of such revisions or changes. AMD MAKES NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE CONTENTS HEREOF AND ASSUMES NO RESPONSIBILITY FOR ANY INACCURACIES, ERRORS OR OMISSIONS THAT MAY APPEAR IN THIS INFORMATION. AMD SPECIFICALLY DISCLAIMS ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR ANY PARTICULAR PURPOSE. IN NO EVENT WILL AMD BE LIABLE TO ANY PERSON FOR ANY DIRECT, INDIRECT, SPECIAL OR OTHER CONSEQUENTIAL DAMAGES ARISING FROM THE USE OF ANY INFORMATION CONTAINED HEREIN, EVEN IF AMD IS EXPRESSLY ADVISED OF THE POSSIBILITY OF SUCH DAMAGES. ATTRIBUTION © 2010 Advanced Micro Devices, Inc. All rights reserved. AMD, the AMD Arrow logo, ATI, the ATI logo, Catalyst, CrossFireX, Radeon, and combinations thereof are trademarks of Advanced Micro Devices, Inc. DirectX, Microsoft Windows and Vista are registered trademarks, of Microsoft Corporation in the United States and/or other jurisdictions. Other names are for informational purposes only and may be trademarks of their respective owners. 67 | Gamers First | March 2010

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