The document outlines AMD's commitments to gamers and the gaming industry, including:
- Committing to driving innovation by supporting engineers and aligning innovations with gamer wants/needs.
- Committing to industry standards by participating in their development and quickly moving innovations into standards.
- Committing to supporting PC gaming by throwing their support behind the industry.
It discusses AMD's technical support for developers through tools, hardware access, and engineering support to help games utilize new technologies and run efficiently. AMD also provides marketing support through bundles, co-marketing, and promotions with partners. The document highlights several AAA titles that successfully implemented technologies like DirectX 11 and Eyefinity.
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
4. We Commit to Driving Innovation
We have brilliant engineers and we will give them
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
Innovation
5. We Commit to Industry Standards
We will participate in the development and
cultivation of industry standards
Wherever feasible we will move quickly to
move our innovations into the industry
standards
5 | Gamers First | March 2010
Industry
Standards
6. We Commit to Supporting PC Gaming
We will wholeheartedly throw our support
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
Supporting
Developers
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
to help make gamers’ experiences better
All gamers, those with AMD hardware in
their system, or not, deserve the best
gaming experience possible
8 | Gamers First | March 2010
Gamers
First
9. AMD’s Commitment to Gamers
Jumpstart and then
drive innovation into
industry standards
Align roadmaps with
Developers needs
Gamers
Create large technology install bases for developers
9 | Gamers First | March 2010
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:
Eyefinity:
73.17%
PhysX:
12.89%
Don’t care:
13.34%
PhysX
Eyefinity
Don’t Care
12.89%
210
73.17%
40
13.34%
http://www.hardforums.com/showthread.php?t=1493621
Both unimportant - 12.1%
Gamestar Poll: Which is more important to you:
DirectX 11:
54.50%
Both equally important - 18.4%
PhysX:
15.00%
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
37
54.5% - DirectX 11
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 multigraphics solutions
13 | Gamers First | March 2010
14. Success - DirectX 11
Shipping Now:
Coming Soon:
Turbine
D&D game Unlimited
Fastest selling Online: Eberronof 2010:
Kylin
MMO
130,000 units in first weekend1
EA Phenomic
BattleForge
GSC Gameworld
S.T.A.L.K.E.R.: Call of Pripyat
Codemasters
DiRT 2
EA DICE
Frostbite 2 Engine
Rebellion
Aliens vs. Predator
Trinigy
Vision Engine
Unigine
Unigine Engine (Heaven Demo)
EA DICE
Battlefield: Bad Company 2
Two of the Top of3 games on
Turbine
Lord the Rings Online
2
Steam
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-ontop-of-latest-steam-top-10-best-seller-lis/
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 postprocessing effects using
Compute Shaders
More realistic shadows
25 | 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
34. Our Success – ATI Eyefinity Technology
34 | Gamers First | March 2010
35. Success – ATI Eyefinity Technology
Aliens vs. Predator
Anno 1414 – Dawn of
Discovery
Battlefield Bad Company 2
Battleforge
Dawn of War 2
Dawn of War 2: Chaos
Rising
DiRT 2
Dragon Age: Origins
Elder Scrolls IV: Oblivion
Half Life 2
35 | Gamers First | March 2010
Need for Speed: Shift
Portal
Team Fortress 2
World of Warcraft
Aion
AVATAR
Batman: AA
Bioshock
Call of Juarez: Bound in
Blood
Crysis
Crysis Warhead
Fallout 3
League of Legends
Left 4 Dead
Left 4 Dead 2
Napoleon: Total War
Operation Flash Point
RaceDriver: GRID
S.T.A.L.K.E.R: Call of
Pripyat
S.T.A.L.K.E.R: Clear Sky
Supreme Commander 2
Wolfenstein Multiplayer
36. Chris Taylor
CEO & Founder, Gas Powered Games
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
•
•
•
Work with ecosystem partners to enable
multiple solutions
Stereo 3D Capabilities –
Coming Soon
120 Hz 3D displays
•
Active & passive shutter glasses
•
Quad buffering
DirectX 9/10/11 support
Blu-ray 3D movies
•
Stereo 3D notebooks
•
39 | Gamers First | March 2010
•
•
More choice, more innovation, and lower cost
ATI Eyefinity Technology
•
Encourage co-operation and standards
development with industry-wide participation
•
Bundled solutions
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
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
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
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 stateof-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
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
Help our software
partners deliver
compelling technology
to meet new market
demands
Offer a program that
delivers content,
tech enablement,
development resources
and marketing support
Foundation Benefits
Platforms
Technical
Enablement
Partner
Management
PR & Social Media
Support
Partner Training &
Partnerships
Communication
Resource Center
63 | Gamers First | March 2010
Make it easier for
software partners to
develop innovative
solutions based on
AMD technology
Help software
partners expand
sales network
through AMD’s
extensive ecosystem
64. Gamers Come First
1. Gamers Manifesto (Statement of Principles)
2. Technical and Marketing Enablement
3. Program Identity
64 | Gamers First | March 2010