AMD expands Radeon channel program with more games

Chip vendor adds Tomb Raider and Crysis 3 for its Never Settle Reloaded program

AMD is adding more downloadable games to its Radeon video cards in response to customer feedback to its Never Settle: Reloaded bundle program that began in February.

The channel program split recent titles such as Tomb Raider or Crysis 3 between the Radeon HD 7900 and 7800 series, but now both games are available together with Bioshock: Infinite as part of the updated bundle.

AMD A/NZ strategic account manager, Garrath Johnson, said the inclusion of “AAA” games in the vendor’s mid to high range graphics card range was designed to generate added demand for the hardware.

“It was also designed to reinvigorate gaming within the channel with those who build their own system,” he said.

The strategy of bundling popular games together with a hardware product is a common practice in the gaming industry, with Johnson admitting that it helps to “attract more customers to check out the cards.”

“We are giving our channel partners an opportunity to broaden their scope with our graphics card through the offer of more games,” he said.

By increasing the number of games offered with the cards, Johnson said the aim is to make AMD’s products more compelling for a new or existing customer.

What AMD will be rolling out as part of the updated channel promotion is vouchers to retails and distribution partners, who in turn will pass them on to the smaller resellers.

These vouchers consists of download codes that customers use to redeem digital copies of the games.

Participating Australian partners include Austin, Cnet, Computer Alliance, CPL, GameDude, IJK, MSY, Mwave, Netplus, PCCG, PLE, Scorptech, Tervan, and Umart.

However, Johnson said the channel promotion is not only limited to the above partners.

“When the distribution partner gets their allocation of codes, they will pass them on to their resellers,” he said.

Johnson clarifies that there is a “significant number” of codes available for the promotion and to meet the demand of the channel.

The limited-time promotion will begin on May 27 and will run until supplies last.

While there is often talk of consoles taking over gaming from people who build their own PCs, Johnson said at the higher end AMD does not see a tangible drop-off in the demand for higher end cards.

“People might be sick of the quality they might get on Xbox 360 and PlayStation 3, and want to move onto a high resolution PC gaming experience,” he said.

Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.

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