Information about the new Nvidia partner program has been added to the network, allowing for closer cooperation between the group and equipment manufacturers. The idea raises some doubts, but are they justified? Despite the huge advantage on the market of dedicated graphics chips, Nvidia is still looking for new ways to maintain the role of hegemon – it is not surprising because AMD has a good period and has recently gained a share of shares in the graphics card segment. One of the latest ideas from the Santa Clara group is the introduction of a partner program that rewards companies that decide to collaborate and prefer graphics cards from the GeForce family.
The assumptions of this initiative are quite clear – it is based on the joint action of Nvidia and related brands (in this case, manufacturers of graphics cards for players and OEM solutions), resulting in lines of gaming products associated with a given brand (eg ASUS Republic of Gamers or MSI Dragon Army) and the GeForce brand. In return, the “green” camp offers support in the marketing process, building brand strength and helping in sales campaigns. This action is to make players better associate specific product lines and associate them with the Santa Clara corporation. The subject, however, raises a lot of controversies, especially after information from journalist Kyle Bennet from the site HardOCP, who decided to explore this topic deeper. It turns out that, according to him, Nvidia’s proposal has the characteristics of monopolistic practices, because it significantly limits the market opportunities of entities that will not join the affiliate program. Such companies will not only receive marketing support but will be deprived of prior access to new technological solutions, as well as will not take advantage of the sales support components desired by players, such as free games added to products, attractive discounts or the possibility of placing logos in advertising activities Nvidia. What’s more, there was information suggesting that companies that do not have the status of a partner can expect worse treatment while organizing the supply of graphics chips – in a word, they will find fewer equipment.
What is even more interesting in the context of this case is the fact that Nvidia requires potential partners to be exclusive within the gaming brand. If the manufacturer decides to cooperate and at the same time wants to deal with the sale of graphics cards with the AMD logo, he will be automatically obliged to either stop the GPU competition on the market or create a new brand focusing only on Radeon, though not in the gaming perspective. Considering the fact that Nvidia’s products are more popular with customers, you can expect to focus marketing activities on Santa Clara’s solutions at the expense of the competition. Nvidia is trying to use its market position and invites the largest graphics card manufacturers to cooperate. The piquancy of this case, however, is due to the fact that the journalistic investigation related to the GeForce partner system partner program was inspired by … AMD. The Sunnyvale concern raised its concerns about the transparency of some solutions, and based on them Bennet decided to look more closely at the whole matter. Such information causes that we deal with the classic rivalry between two competitors, which at the rate, of course, are very large money and it is not surprising that both sides are trying to attack the opponent in a variety of ways. Market laws have not been inexorable since today, and every “plus” percentage in the statistics plays a significant role. Nvidia did not officially refer to the journalistic revelations, stating that it is not customary to comment on rumors and this is how she treats these revelations. Participation in the program – according to the main interested – is completely voluntary and you can resign from it at any time. Although many people find this type of practice out of place, it is difficult to explain such movements in a different way than trying to defend their position on the market and it is natural that AMD tries to respond in all possible ways. Under the guise of official press releases, there are many behind-the-scenes licks that only a few know about. Therefore, using the privileged market position should not surprise anyone, because I can assume with a clear conscience that if AMD would control 2/3 of the market, it would be the “red” camp trying to convince the producers to cooperate in a very similar way.