AMD’s new high-performance graphics chipset, the ATI Radeon 4800 series, has met with enthusiasm from the channel, in spite of the mixed press reaction.

The chip manufacturer briefed a select group of partners last week in Malaga, while the media and analysts were briefed in the UK.

The 4800 series is the latest in AMD’s high-performance graphics processor line, which Ian McNaughton, AMD’s senior product and platform marketing manager, claimed would help it compete with Nvidia on price and performance at every level.

While there have been mixed reviews in the technical press, the reaction from the channel has proved to be more positive.
One channel company represented at the three-day training event in Malaga was Realtime Distribution, which carries graphics cards driven by both ATI (Sapphire) and Nvidia (BFG and Zotac).

“We are not biased either way, as we have a foot in both camps, but I came away thinking it was extremely worthwhile,” said Realtime’s purchasing director, Julie Darrington.

“We all left extremely pumped up. We were motivated, but what was really nice is that we now have a clear idea of how to move forward with AMD,” she added.

The consensus among many attendees, from organisations such as Mesh, eBuyer, VIP Distribution and Systemax, was that: “Finally AMD has something to shout about and is back in the game”, said Darrington.

For high-performance PC users, such as dedicated gamers, AMD has the horse power and the right price performance to win market share, according to McNaughton.

Entering into the spirit of games enthusiasts, he claimed that AMD had ‘captured’ the flag of its rival.
“We have better performance at every price level and the fastest cards available in the market. We are back in the leadership position,” said NcNaughton.

Nvidia has promised CRN an exclusive briefing on its response next week.