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"Fundamentally, we agree," Moorehead stated. "We agree that optimizing for the visual experience is one of those areas that's important." According to Moorehead, AMD's recognition of the importance of graphics was one of the driving factors behind the ATI acquisition, and today AMD is "the only company that can deliver a balanced CPU, GPU, and chipset and benefit from it."

Despite AMD's interest in consoles, with AMD GPUs powering both the Xbox 360 and the Wii, Moorehead also thinks PC gaming is far from dying. Figures from Microsoft and the NPD Group suggest 70-80% of PC users play games on their machines, he explained, adding that PCs need to improve to accommodate those users. To help move things along, he told us, AMD provides PC makers with sample configurations that balance CPU and GPU performance.