1. Putting Gamers First
Nigel Dessau
Chief Marketing Officer, AMD
March 2010

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

3. AMD’s Gamers’ Manifesto
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

10. Neal Robison
Director, ISV Relationship Management
March 2010 | AMD Confidential

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/

15. Chris Kingsley
CTO, Rebellion
March 2010 | AMD Confidential

16. Aliens Vs. Predator™

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

26. DirectX 11 Feature: Character Tessellation
26 | Gamers First | March 2010

27. DirectX 11 Feature: Character Tessellation
27 | Gamers First | March 2010

28. DirectX 11 Feature: Character Tessellation
28 | 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

31. 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
31 | Gamers First | March 2010

32. Thanks!
32 | Gamers First | March 2010

33. Neal Robison
Director, ISV Relationship Management
March 2010 | AMD Confidential

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

37. Neal Robison
Director, ISV Relationship Management
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

40. Engaging with Developers
Marketing engagement
Technical engagement
40 | Gamers First | March 2010

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

43. David Anderson
Senior Director, Head of Business Development
March 2010 | AMD Confidential

44. Neal Robison
Director, ISV Relationship Management
March 2010 | AMD Confidential

45. Success – Recent AAA Titles
45 | Gamers First | March 2010

46. Richard Huddy
Developer Relations Manager
March 2010 | AMD Confidential

47. Engaging with Developers
Marketing engagement
Technical engagement
47 | 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

51. Kevin O’Leary
Product Manager, EA
March 2010 | AMD Confidential

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

54. Richard Huddy
Developer Relations Manager
March 2010 | AMD Confidential

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

60. Neal Robison
Director, ISV Relationship Management
March 2010 | AMD Confidential

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

65. Nigel Dessau
Chief Marketing Officer, AMD
March 2010 | AMD Confidential

67. Disclaimer & Attribution
DISCLAIMER
The 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 not
limited 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. AMD
assumes no obligation to update or otherwise correct or revise this information. However, AMD reserves the right to revise
this information and to make changes from time to time to the content hereof without obligation of AMD to notify any person
of such revisions or changes.
AMD MAKES NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE CONTENTS HEREOF AND ASSUMES NO
RESPONSIBILITY FOR ANY INACCURACIES, ERRORS OR OMISSIONS THAT MAY APPEAR IN THIS INFORMATION.
AMD SPECIFICALLY DISCLAIMS ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR ANY PARTICULAR
PURPOSE. IN NO EVENT WILL AMD BE LIABLE TO ANY PERSON FOR ANY DIRECT, INDIRECT, SPECIAL OR OTHER
CONSEQUENTIAL DAMAGES ARISING FROM THE USE OF ANY INFORMATION CONTAINED HEREIN, EVEN IF AMD IS
EXPRESSLY 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 are
registered trademarks, of Microsoft Corporation in the United States and/or other jurisdictions. Other names are for
informational purposes only and may be trademarks of their respective owners.
67 | Gamers First | March 2010