AMD’s Scott Herkelman mentioned that the company was looking into selling graphics cards directly to gamers. The pricing for cards have been pretty off and while Nvidia cards pricing is now better, the same might not be the case for AMD graphics cards.
Nvidia has been selling graphics cards directly to the customer and that resulted in gamers getting cards at MSRP, even though these are reference design cards and you do need to check out AIB partners for custom GPUs. According to Herkelman:
For the last year our focus has been on replenishing the channel, but there’s only so much you can do to replenish a channel that is consuming everything that us, and our competitors, could make. We don’t control pricing and we don’t sell cards direct. Which is maybe something we should think about in the future by the way, because if this ever happens again on a global scale, we need to think of a different way that AMD can reach out on behalf of the gamers.
AMD has not been able to do what Nvidia has been doing and Vega graphics cards have been in poor supply for a majority of the time since they were first launched. This is a key factor on which the company needs to focus on. It will be interesting to see if AMD is going to start selling graphics cards directly or not.
At the end of the day, AMD will have to make some agreements with the AIB partners and cutting a deal on which all partners agree is not as easy as it may sound and it will be interesting to see how AMD is going to pull this off.
“It’s something, as we’ve been going through this for the last year I’ve heavily thought about. I think in the next year or so should we sell our AIB partners, or help them facilitate a way to get gamers direct products, in the face of crazy pricing? That’s something we would want to consider, whether Asus would want to sell through our website, or something that we can help them manage… or MSI, Sapphire, or whoever, you name it. It’s our want, and desire, to make sure gamers have access to a well-priced product.”
What you can take away from this is that AMD could sell graphics cards directly to consumers in the near future.