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PC gaming flourishes at IFA as PC makers seek higher profits

Mark Hachman | Sept. 7, 2015
If PC gamers buy more expensive hardware more frequently, then the PC industry is going fall all over itself making friends.

Intel chip designs still emphasize integration

With Intel dedicating more resources to PC gaming, does that mean that it’s time for the company to break out and design a discrete graphics chip? Skaugen said no.

“What we’re doing each year is adding more and more execution units to the die, and you’ll see us continue to gain share versus discrete," he said. "Our recipe for the last several decades has been innovate and integrate, and Moore’s Law—more of that gets dedicated to graphics, and it’s an inevitability that, in my opinion, that [the market share of] discrete [graphics] will get smaller and smaller. Because you’ve got higher performance, lower power, smaller form factors, lower price, what’s not to like?”

Instead, Skaugen said, Intel will continue to speed the flow of information around a PC using other means, such as its crazy-fast XPoint technology that appears headed for both SSDs and DRAM slots.

When hardware makers fight for gamers, gamers win

One of the things the tech industry tends to lose sight of is that consumers like you have both a cooperative and adversarial relationship with the manufacturers that sell them things. Consumers should want PC makers to struggle, as that struggle results in lower prices, more innovative hardware, and technology marketed with your interests in mind. Companies like Apple, which holds more cash than some small countries, does so by pulling it from your collective wallet.

What the gaming market, PC companies treat a certain class of customer the same way a company like Microsoft treats enterprise software: They design a premium hardware product, at a premium price, and helps it to subsidize the low-cost or free products that consumers have come to expect. Gaming isn’t just a way for PC companies to survive; it helps perpetuate your relationship with them, as well.


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