Earlier this week, Intel announced a partnership to launch a chip using an integrated GPU from the AMD archrival, but the most important news involving the two companies is that Intel hired the chief architect of AMD GPUs with the aim of producing graphics chips with the goal of creating dedicated video cards.
Raja Koduri, who left AMD on Tuesday, 7, had his contract announced on Thursday, 9, by Intel. In the new company, he will be senior vice president of a new division, called “Core and Visual Computing,” which will produce graphical components for both the Internet of Things and advanced graphics cards.
The bet is important for Intel, which has tried to enter the market of dedicated GPUs a few times but has never been successful. The first attempt was in 1998, with the plate 740; a time later, the company created the Larrabee project, which was never released as a dedicated board and gained a new role, preceding Xeon Phi chips, used primarily in servers.
With these failures, the company ended up being limited to producing integrated boards. This type of GPU is, as the name implies, integrated directly into the processor, being much more limited in its capabilities than a GPU totally dedicated to the task of graphic processing.
With its integrated GPU lineup, Intel has achieved a gigantic slice of the market, present in notebooks and desktops that do not have so much concern for graphics. However, the dedicated, though small, board market turns out to be much more profitable, reaching a more demanding audience and paying more for performance gains, including image professionals such as video editors, animators, and 3D modelers, and PC players. It remains to be seen what Intel’s advantages over competitors like AMD and Nvidia will be and what audience it intends to achieve.