TPU picked up news that AMD has cooperated with European retailers to lower the pricing of the Radeon R9 285 to 180EUR (incl. VAT). This makes the card about 12EUR cheaper than the GeForce GTX 960, which delivers a bit less performance but has better power efficiency.
It's unclear if this is a regional promotion or whether non-EU customers can expect similar cuts.
As the Spring PC upgrade season heats up, AMD decided to woo mainstream gamers away from NVIDIA's GeForce GTX 960, by working with retailers in the EU to introduce price-cuts on its Radeon R9 285 graphics card. The card can now be had for under 180€ (incl taxes). The GTX 960, in comparison, starts at 192€ (incl taxes). The R9 285 offers higher performance than the GTX 960. It is, however, let down by higher power consumption and noise figures.