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AMD to grow gaming market share through partnerships with OEMS and retailers

The US-based semiconductor maker is pursuing partnerships with laptop manufacturers such as Dell, HP, ASUS and Lenovo.

AMD is focusing on partnerships with equipment manufacturers, retailers and channel partners to build the market for its gaming systems in India, according to a senior executive.

The US-based semiconductor maker is pursuing partnerships with laptop manufacturers such as Dell, HP, ASUS and Lenovo, who have made big bets on the gaming segment for their premium and mass market notebooks. 
“We are expanding our market share in the gaming notebook segment with major OEMs. Many of them have launched or are in the process of launching gaming PCs with 7-nano metre mobile processors,” said Rick Bergman, executive vice president, computing and graphics at AMD. 
India is an important market for AMD, since its relatively young population translates into the youngest gaming population. 
“With a boom in professional gaming, many casual gamers are switching gear to participate in competitive tournaments and esports events. This demographic dividend, combined with better internet penetration, lower data cost and accessibility to affordable devices, is driving unprecedented growth in the gaming sector,” said Bergman. 
Easier access has resulted in gaming no longer being restricted to the metros and tier I cities and has expanded to tier II and III towns as well.

“The boom in e-commerce and large format retail stores across India are playing a big role in deeper market penetration,” he said.

Gaming is a priority business for AMD, which builds both high performance CPUs and GPUs.
According to recent research, the gaming industry in India is pegged to touch $3.75 billion by 2024.

Gaming has become a commercial reality strongly backed by technological advancements and innovations. Game development companies are leveraging new technologies like augmented and virtual reality and cloud gaming to make an impact. The growth has also prompted investors, advertisers and global game development companies to track the Indian gaming market, said Bergman.

Globally, in addition to partnerships with OEMs, the company is developing and growing the AMD ecosystem by working closely with game developers and publishers to ensure that the new titles are optimised to run well on its hardware at launch with Day-0 driver support.

“Our engineers at the India development centres play a key role in the development of our CPU, GPU and software stack,” Bergman said. The company has over 2,000 engineers in India at its centres in Hyderabad and Bengaluru.

AMD recently announced its next generation of CPUs and GPUs, aimed at the gaming industry. The pandemic has resulted in a surge in gaming as a form of entertainment as well as an interactive activity. According to IDC, global shipments of gaming PCs and monitors are expected to clock a growth of 16.2% year over year to 49.6 million units in 2020 and this is expected to continue into 2021 and beyond.

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