Nvidia steps up integrated graphics offering

Nvidia is launching a new range of integrated graphics chips which are expected to offer the same performance as separate entry-level graphics cards, placing significant pressure on competitors such as Intel.

Nvidia steps up integrated graphics offering

“As for going up against a strong competitor, that’s nothing for Nvidia,” says Jon Peddie, head of market research firm Jon Peddie Research. “They’ve got great technology and superior marketing skills.”

Nvidia has a 62% market share for integrated graphics on motherboards powered by AMD processors, according to Mercury research. However, its market share on motherboards in Intel-powered PCs is less than 1%.

With graphics-intensive programs such as Google Earth and three-dimensional graphics now built into iTunes, PC makers and chip makers are racing to offer good graphics at cheaper prices, Peddie says.

“Nvidia has been extremely successful in providing integrated graphics, particularly for the AMD platform,” Peddie continues, noting AMD’s platform has 5% to 10% of the desktop market, leaving nearly all the rest to Intel. “This move by Nvidia gives them a pretty big market potential.”

The move follows Intel’s purchase of Havok, a company best known for creating technology to render physics in video games and films, such as for the depiction of billowing smoke and debris in explosions.

The Nvidia chips are aimed at desktops priced at $400 to $600.

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