NVIDIA: Only the Brits still care about ATI

Taylor is actually Nvidia's main man for Content Relations Stateside. But he has been kind enough to hop the pond to provide some insight into Nvidia's plans and prospects.

Insight such as this: "The UK is the only place in the world where anyone talks about AMD or ATI". To prove his point, Taylor went as far as showing us a graph representing the entire market for GPUs last year, both discreet and integrated. Astonishingly, ATI did not feature at all.

Where was ATI among the 366 million graphics chips which had apparently been split exclusively between Nvidia and Intel in 2007? "No one cares," Taylor says.

Well, to be more accurate, Nvidia didn't care enough to include ATI in that slide - Taylor did have another showing ATI with 18 per cent of the market, a figure apparently so small as to render it effectively non existent.

Indeed, Nvidia may care just a little more than it lets on, since Taylor was keen to press home the point by quoting two independent surveys (Valve's Steam users and the YouGamers community) which put ATI's market share for DirectX 10 compliant GPUs in the 12-13 per cent range. Ouch.