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March 2010
Putting Gamers First
Nigel Dessau
Chief Marketing Officer, AMD
| Gamers First | March 20102
What Matters to Game Developers
A company committed to gamers, gaming and the spirit of fair play
A great gaming experience
March 2010
AMD’s Gamers’ Manifesto
| Gamers First | March 20104
We Commit to Driving Innovation
InnovationWe 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
| Gamers First | March 20105
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
IndustryStandards
| Gamers First | March 20106
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
SupportingDevelopers
| Gamers First | March 20107
AMD Changing the Game
Education & Technology
| Gamers First | March 20108
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
GamersFirst
| Gamers First | March 20109
AMD’s Commitment to Gamers
Gamers
Jumpstart and then drive innovation into industry standards
Align roadmaps with Developers needs
Create large technology install bases for developers
March 2010 | AMD Confidential
Neal Robison
Director, ISV Relationship Management
| Gamers First | March 201011
Our Focus
Respect our developers and the gamers
Deliver a better gaming experience
Make the biggest difference possible by aligning with the industry, not bifurcating it
| Gamers First | March 201012
What are the Gamers Saying?
HardOCP Poll: Which would you rather:
Eyefinity: 73.17%
PhysX: 12.89%
Don’t care: 13.34%
Gamestar Poll: Which is more important to you:
DirectX 11: 54.50%
PhysX: 15.00%
Both equally important: 18.40%
Both unimportant: 12.1%
Both unimportant - 12.1%
Both equally important - 18.4%
PhysX - 15%
54.5% - DirectX 11
PhysX
Eyefinity
Don’t Care
37
210
40
12.89%
73.17%
13.34%
http://www.hardforums.com/showthread.php?t=1493621
http://www.gamestar.de/index.cfm?pid=842&pk=10669
| Gamers First | March 201013
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
Fueling Industry Standards with Innovation
| Gamers First | March 201014
Success - DirectX 11
EA Phenomic BattleForge
GSC Gameworld S.T.A.L.K.E.R.: Call of Pripyat
Codemasters DiRT 2
Rebellion Aliens vs. Predator
Unigine Unigine Engine (Heaven Demo)
EA DICE Battlefield: Bad Company 2
Turbine D&D Online: Eberron Unlimited
Kylin MMO
EA DICE Frostbite 2 Engine
Trinigy Vision Engine
Turbine Lord of the Rings Online
Shipping Now: Coming Soon:
Fastest selling game of 2010:130,000 units in first weekend1
Two of the Top 3 games on Steam2
1. http://www.chart-track.co.uk/?i=797&s=1111
2. http://news.bigdownload.com/2010/02/22/aliens-vs-predator-on-
top-of-latest-steam-top-10-best-seller-lis/
March 2010 | AMD Confidential
Chris Kingsley
CTO, Rebellion
Aliens Vs. Predator™
| Gamers First | March 201017
About Me
• Chris Kingsley
• Co-founder of Rebellion
• Along with my brother, Jason
• Ex-programmer
| Gamers First | March 201018
Rebellion
• Europe’s number 1 “super-developer”
• Founded in 1992
• 19 worldwide Number One hits
• Stacks of Awards
• 2000 AD
| Gamers First | March 201019
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...
| Gamers First | March 201020
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/
| Gamers First | March 201021
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.
| Gamers First | March 201022
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
| Gamers First | March 201023
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…
| Gamers First | March 201024
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
| Gamers First | March 201025
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
| Gamers First | March 201026
DirectX 11 Feature: Character Tessellation
| Gamers First | March 201027
DirectX 11 Feature: Character Tessellation
| Gamers First | March 201028
DirectX 11 Feature: Character Tessellation
| Gamers First | March 201029
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
| Gamers First | March 201030
See the game for yourself
• Demo machine
• Eyefinity 3x1
| Gamers First | March 201031
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
| Gamers First | March 201032
Thanks!
March 2010 | AMD Confidential
Neal Robison
Director, ISV Relationship Management
| Gamers First | March 201034
Our Success – ATI Eyefinity Technology
| Gamers First | March 201035
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
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
March 2010 | AMD Confidential
Chris Taylor
CEO & Founder, Gas Powered Games
March 2010 | AMD Confidential
Neal Robison
Director, ISV Relationship Management
| Gamers First | March 201038
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
| Gamers First | March 201039
Open Stereo 3D Initiative
Interoperable hardware & software
• Work with ecosystem partners to enable multiple solutions
• Encourage co-operation and standards development with industry-wide participation
• More choice, more innovation, and lower cost
Stereo 3D Capabilities –Coming Soon
• ATI Eyefinity Technology
• 120 Hz 3D displays
• Active & passive shutter glasses
• Quad buffering
• DirectX 9/10/11 support
• Blu-ray 3D movies
• Stereo 3D notebooks
• Bundled solutions
| Gamers First | March 201040
Engaging with Developers
Marketing engagement
Technical engagement
| Gamers First | March 201041
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
| Gamers First | March 201042
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
March 2010 | AMD Confidential
David Anderson
Senior Director, Head of Business Development
March 2010 | AMD Confidential
Neal Robison
Director, ISV Relationship Management
| Gamers First | March 201045
Success – Recent AAA Titles
March 2010 | AMD Confidential
Richard HuddyDeveloper Relations Manager
| Gamers First | March 201047
Marketing engagement
Technical engagement
Engaging with Developers
| Gamers First | March 201048
Technical engagement
Developer tools
Product development
Living Our Commitment – Support for Developers
| Gamers First | March 201049
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
Our ISV Team
| Gamers First | March 201050
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
Engineering Support
March 2010 | AMD Confidential
Kevin O’LearyProduct Manager, EA
| Gamers First | March 201052
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 Battlefieldgame to utilise the Frostbite engine.
• DX11 and Eyefinity support are strong additions to the PC
| Gamers First | March 201053
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.
March 2010 | AMD Confidential
Richard HuddyDeveloper Relations Manager
| Gamers First | March 201055
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
Our Successes – GSC Game World
| Gamers First | March 201056
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
Product Development
| Gamers First | March 201057
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
Developer Tools
| Gamers First | March 201058
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 OpenCLand DirectCompute
Tools in active development include:
– GPU PerfStudio (including Shader Debugger and Profiler)
– GPU ShaderAnalyzer/Stream KernelAnalyzer
– ATI Stream Profiler
– ATI Stream Debugger
Current Tools Focus
| Gamers First | March 201059
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
Continuous Improvement
March 2010 | AMD Confidential
Neal Robison Director, ISV Relationship Management
| Gamers First | March 201061
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
AMD’s Gamer-Focused Program
| Gamers First | March 201062
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
Introducing...
| Gamers First | March 201063
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
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
Platforms
Partnerships
Technical Enablement
Foundation Benefits
PR & Social Media Support
Partner Training & Communication
Resource Center
Partner Management
AMD Fusion Partner Program
| Gamers First | March 201064
1. Gamers Manifesto (Statement of Principles)
2. Technical and Marketing Enablement
3. Program Identity
Gamers Come First
March 2010 | AMD Confidential
Nigel DessauChief Marketing Officer, AMD
| Gamers First | March 201067
DISCLAIMERThe 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 notlimited 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. AMDassumes no obligation to update or otherwise correct or revise this information. However, AMD reserves the right to revisethis information and to make changes from time to time to the content hereof without obligation of AMD to notify any personof such revisions or changes.
AMD MAKES NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE CONTENTS HEREOF AND ASSUMES NORESPONSIBILITY FOR ANY INACCURACIES, ERRORS OR OMISSIONS THAT MAY APPEAR IN THIS INFORMATION.
AMD SPECIFICALLY DISCLAIMS ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR ANY PARTICULARPURPOSE. IN NO EVENT WILL AMD BE LIABLE TO ANY PERSON FOR ANY DIRECT, INDIRECT, SPECIAL OR OTHERCONSEQUENTIAL DAMAGES ARISING FROM THE USE OF ANY INFORMATION CONTAINED HEREIN, EVEN IF AMD ISEXPRESSLY 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 areregistered trademarks, of Microsoft Corporation in the United States and/or other jurisdictions. Other names are forinformational purposes only and may be trademarks of their respective owners.
Disclaimer & Attribution