Interview with AMD on game development and DX11

bit-tech: How exactly does AMD work with game developers? Nvidia is very vocal about its machine [The Way It's Meant to Be Played program], but we've heard less on the AMD front - why is this?

RH: Well the reason why you hear less on the AMD front is not because we do less, but we don't market our developer relations in the same way that Nvidia do. I remember an issue I raised at Nvidia in 2002 [when he worked there] and the HR manager came back to me and said, "you really don't want to raise that point - it won't do your career any good, Dan Vivoli, the VP of marketing is someone Jen-Hsun Huang is leaning on more and more these days, so if he doesn't like it, you won't make any progress on the matter." [Nvidia]'s a marketing lead company and that's not how it is with AMD. Look at our CEO at the moment: we've got Dirk Meyer, an engineer by trade who’s deeply a technologist.