AMD Gaming Evolved - GDC 2010

Putting Gamers First
Nigel Dessau
Chief Marketing Officer, AMD

March 2010

What Matters to Game Developers

A great gaming experience

A company committed to gamers,
gaming and the spirit of fair play

2 | Gamers First | March 2010

AMD’s Gamers’ Manifesto
March 2010

We Commit to Driving Innovation

We have brilliant engineers and we will give them Innovation
the support and freedom to invent great
technologies
We will consult with the gaming community to
help align our innovations to their wants and
needs


We Commit to Industry Standards

We will participate in the development and Industry
Standards
cultivation of industry standards
Wherever feasible we will move quickly to
move our innovations into the industry
standards


We Commit to Supporting PC Gaming

We will wholeheartedly throw our support Supporting
Developers
behind the PC gaming industry to help it thrive
and flourish
We will provide the technical and business
support game developers need to help
make their games a success


AMD Changing the Game

Education &
Technology


We Commit to Putting Gamers First

At the heart of all of our efforts is the mandate Gamers
to help make gamers’ experiences better First

All gamers, those with AMD hardware in
their system, or not, deserve the best
gaming experience possible


AMD’s Commitment to Gamers

Jumpstart and then
drive innovation into Align roadmaps with
industry standards Developers needs

Gamers

Create large technology install bases for developers


Neal Robison
Director, ISV Relationship Management

March 2010 | AMD Confidential

Our Focus

Deliver a better gaming experience

Make the biggest difference possible by aligning
with the industry, not bifurcating it

Respect our developers and the gamers


What are the Gamers Saying?

HardOCP Poll: Which would you rather: PhysX 37 12.89%
Eyefinity: 73.17% Eyefinity 210 73.17%
PhysX: 12.89% Don’t Care 40 13.34%
Don’t care: 13.34%
http://www.hardforums.com/showthread.php?t=1493621

Gamestar Poll: Which is more important to you: Both unimportant - 12.1%

DirectX 11: 54.50%
Both equally important - 18.4%
PhysX: 15.00% 54.5% - DirectX 11
Both equally important: 18.40% PhysX - 15%
Both unimportant: 12.1%
http://www.gamestar.de/index.cfm?pid=842&pk=10669


Fueling Industry Standards with Innovation

Tessellation Engine became Tessellation in DirectX 11
3Dc became BC5 in DX10
JEDEC’s GDDR3/4/5 standards driven by DRAM committee
chair Joe Macri (AMD CTO)
Significant IP contributor to DisplayPort
Alternate Frame Rendering now common mechanism for multi-
graphics solutions


Success - DirectX 11

Shipping Now: Coming Soon:

EA Phenomic BattleForge Fastest selling Online: Eberronof 2010:
Turbine D&D game Unlimited

GSC Gameworld S.T.A.L.K.E.R.: Call of Pripyat 130,000 units in first weekend1
Kylin MMO

Codemasters DiRT 2 EA DICE Frostbite 2 Engine

Rebellion Aliens vs. Predator Trinigy Vision Engine

Unigine Unigine Engine (Heaven Demo)
Two of the Top of3 games on
Turbine Lord the Rings Online

EA DICE Battlefield: Bad Company 2
Steam 2

1. http://www.chart-track.co.uk/?i=797&s=1111
14 | Gamers First | March 2010 2. http://news.bigdownload.com/2010/02/22/aliens-vs-predator-on-
top-of-latest-steam-top-10-best-seller-lis/

Chris Kingsley
CTO, Rebellion


About Me

• Chris Kingsley
• Co-founder of Rebellion
• Along with my brother, Jason
• Ex-programmer


Rebellion

• Europe’s number 1 “super-developer”
• Founded in 1992
• 19 worldwide Number One hits
• Stacks of Awards
• 2000 AD


Rebellion Games
• Alien Vs Predator - Atari
• Aliens Vs Predator - Fox Interactive, 1999
• Aliens Vs Predator - Sega, 2010
• The Simpsons Game - EA
• Call Of Duty World At War Final Fronts - Activision
• Star Wars Battlefront Elite Squadron - LucasArts
• Sniper Elite - MC2 / Ubisoft / Namco
• Judge Dredd: Dredd Vs Death - Vivendi
• Delta Force Black Hawk Down - Novalogic
• Rainbow Six - Red Storm
• and many more...


Aliens Vs Predator – the Game

• Publisher: SEGA
• Genre: FPS
• Release Date: February2010
• ESRB Rating: M (Mature)
• Platforms: Xbox 360, PlayStation 3 and PC
• Official Site: http://www.sega.com/games/aliens-vs-predator/


Overview

• An all-new game for PC and hi-def console, from the
maker’s of the original 1999, critically acclaimed classic.
• A triple-A cinematic FPS experience like nothing else on
the market, bringing together 3 distinct experiences in
one game.
• Stand-out, fan-favourite IP delivered with incredible
production values that reference the films’ universe.
• Three games in one plus multiplayer = immense and
long-lasting customer value.


Aliens Vs Predator

• World-wide Number One hit
• Sega’s fastest selling title ever
• Fastest selling tile of the year so far
• Sega’s record for magazine covers
• More magazine covers than Modern Warfare 2
• Sold out


Working with AMD

• AMD Developer Relations
• Worked with us for over 12 years
• Richard H used to have an even more lovely and fuller head of hair then!

• Technical Evangelism
• They tell us how great things will be
• And we do all the hard work (not really)

• AMD work with us to get the best out of our games
• Meetings, seminars, test services, advice, coding help
• Cool new hardware
• delivered in brown padded envelopes…


Working with AMD (Cont.)

• We love working on the best new stuff
 We can do more, look better, run faster
– Access to cool new hardware
 delivered in brown paper bags!
 Except Eyefinity Monitors
– Get to hang out on Aircraft Carriers


DirectX 11 Features
• Full retail AAA DX11 title in Q1
2010
• Extensive use of DX11 features
to add performance and visual
quality over the DX9 version
 Character tessellation for
more realism and immersion
 The Alien up close has
never been more
terrifying!
 Faster and better post-
processing effects using
Compute Shaders
 More realistic shadows


DirectX 11 Feature: Character Tessellation


ATI Eyefinity Support

• Aliens Vs Predator Validated for ATI Eyefinity
 On release
• Great for gamers
• Awesome experience
 Helps Alien gameplay a lot
 Some extra work
 A challenge with the Alien’s wide field-of-view
– Don't just take my word for it
 See it for yourself

See the game for yourself

• Demo machine
• Eyefinity 3x1


Aliens vs. Predator™ Attribution

© SEGA. Aliens vs. Predator™ & © 2010 Twentieth Century Fox Film Corporation.
All Rights Reserved. Technology ©2010 Rebellion®. SEGA and the SEGA logo are
registered trade marks or trade marks of SEGA Corporation. All rights reserved


Thanks!


Our Success – ATI Eyefinity Technology


Success – ATI Eyefinity Technology

Aliens vs. Predator Need for Speed: Shift League of Legends
Anno 1414 – Dawn of Portal Left 4 Dead
Discovery Team Fortress 2 Left 4 Dead 2
Battlefield Bad Company 2 World of Warcraft Napoleon: Total War
Battleforge Aion Operation Flash Point
Dawn of War 2 AVATAR RaceDriver: GRID
Dawn of War 2: Chaos Batman: AA S.T.A.L.K.E.R: Call of
Rising Bioshock Pripyat
DiRT 2 Call of Juarez: Bound in S.T.A.L.K.E.R: Clear Sky
Dragon Age: Origins Blood Supreme Commander 2
Elder Scrolls IV: Oblivion Crysis Wolfenstein Multiplayer
Half Life 2 Crysis Warhead
Fallout 3


Chris Taylor
CEO & Founder, Gas Powered Games


Open Physics Initiative
Enabling true industry-wide support
 Free, unrestricted access to cutting-edge physics capabilities for PC game
developers

 Advanced libraries supporting both GPUs and multithreaded CPUs

 No proprietary vendor lockouts

Bullet Physics
 Rigid body simulation, cloth, fluids, particle systems

 Strong cross-platform adoption in PC and console games today

 Open source physics libraries using OpenCL and DirectCompute 11

Pixelux DMM
 Digital Molecular Matter material physics technology

 Beyond rigid body physics - soft bodies, deformable & breakable objects, fracturing

 Tightly integrated with Bullet Physics, compatible with any rigid body system

 FREE DMM2 with OpenCL acceleration


Open Stereo 3D Initiative
Interoperable hardware & software Stereo 3D Capabilities –
• Work with ecosystem partners to enable Coming Soon
multiple solutions • ATI Eyefinity Technology
• Encourage co-operation and standards • 120 Hz 3D displays
development with industry-wide participation
• Active & passive shutter glasses
• More choice, more innovation, and lower cost
• Quad buffering
• DirectX 9/10/11 support
• Blu-ray 3D movies
• Stereo 3D notebooks
• Bundled solutions


Engaging with Developers

Marketing engagement

Technical engagement


Marketing Programs

Providing marketing support to PC game developers
(exclusive and non-exclusive, large companies and small)

What we do: Bundling, co-marketing and advertising


Support and Integration with Partners

Help AIB partners develop custom packaging and
board artwork designs to promote games and
bundles
Promoting AMD CPU, Motherboard & Graphics with
games across North America and Europe through
channel partners
Run extensive ad campaigns in support of bundles
and games on gaming and technology sites
Work closely with OEM and
System Integrator partners
to help drive sales increases


David Anderson
Senior Director, Head of Business Development


Success – Recent AAA Titles


Richard Huddy
Developer Relations Manager


Engaging with Developers

Marketing engagement



Living Our Commitment – Support for Developers


Developer tools

Product development


Our ISV Team

Close to where the developers are
Focused on enablement
Swimming with the current, instead of up-stream reduces
need for massive teams
9 languages, 30+ countries supported


Engineering Support

Looking for ways to improve the game

Finding efficiencies

Helping to enable cutting-edge features

Educating developers on latest development standards

Providing tools and hardware at critical inflection points


Kevin O’Leary
Product Manager, EA


Battlefield: Bad Company 2

• AMD and DICE have been working closely together
for over 6 years
• DICE has been involved with DX11 development from a
very early stage
• Battlefield: Bad Company 2 is the first PC Battlefield
game to utilise the Frostbite engine.
• DX11 and Eyefinity support are strong additions to the PC


Battlefield Bad Company 2

• DX11 support is integral to future iterations of the
Frostbite engine.
• DX11 improves the overall performance and softens the
dynamic shadows in-game
• Eyefinity 3x1 offers a more immersive experience and has
competitive advantages
• Thanks to close collaboration with AMD, DICE now
has the ability to make the best possible PC games in the
future.


Our Successes – GSC Game World

S.T.A.L.K.E.R. – Clear Sky
Deferred rendering engine didn’t allow MSAA
AMD engineers worked hard to ensure MSAA worked
with DirectX 10.0 AND DirectX 10.1 – to the benefit of
gamers with competitor’s cards.
Also helped implement ambient occlusion and helped
improve the quality of the shadows


Product Development

Align hardware technologies with the needs of upcoming games
In-depth architectural tours with developers at the cutting-edge
of PC game development
Connect AMD’s CTO-level expertise with ISV’s lead developers
to find out what they want and need
 Discussions have direct and deep impact on our product
development


Developer Tools

Long history of providing tools to developers
 RenderMonkey, GPU MeshMapper, Normal Mapper, Tootle, CubeMapGen,
The Compressonator, GPU Shader Analyzer, GPU PerfStudio, ATI Stream
Profiler

Help developers maximize performance and feature
potential
Create tools that help developers quickly implement new
industry standards


Current Tools Focus

Helping game developers with the rapid transition to DirectX 11 with state-
of-the-art tools
Preparing for the transition to Fusion with key developer tools for OpenCL
and DirectCompute
Tools in active development include:
– GPU PerfStudio (including Shader Debugger and Profiler)
– GPU ShaderAnalyzer/Stream KernelAnalyzer
– ATI Stream Profiler
– ATI Stream Debugger


Continuous Improvement

New ATI Eyefinity Technology SDK on AMD.com soon
(mode enumeration, topology, main display identification,
etc)

In-depth feedback given to developers and to AMD driver
teams
 With ATI Catalyst 10.2 and its new profile mechanism, driver
updates can be delivered quickly

New ATI Eyefinity Technology Validation Program

Deltas can occur on either the AMD or developer level; we
have some ground to make up


AMD’s Gamer-Focused Program

AMD has had successful Gaming ISV
engagements for several years

Today we build upon that with:

a clear statement of principles

a renewed commitment to enhanced
technical and marketing support

the introduction of a proper name and
identity


Introducing...

AMD Gaming Evolved is:
A new name and identity – clearly distinguishes
what we do with the gaming community
A reflection of our ongoing commitment to
gamers
An indication of the depth of technical and
marketing engagement with game developers


AMD Fusion Partner Program

Foundation Benefits
Platforms
Help our software Technical
partners deliver Enablement Make it easier for
compelling technology software partners to
to meet new market develop innovative
Partner
demands Management solutions based on
AMD technology
PR & Social Media
Support
Offer a program that
Help software
delivers content,
Partner Training & partners expand
tech enablement,
Communication
Partnerships sales network
development resources
through AMD’s
and marketing support
extensive ecosystem
Resource Center


Gamers Come First

1. Gamers Manifesto (Statement of Principles)
2. Technical and Marketing Enablement
3. Program Identity


Nigel Dessau
Chief Marketing Officer, AMD


Disclaimer & Attribution
DISCLAIMER
The information presented in this document is for informational purposes only and may contain technical inaccuracies,
omissions and typographical errors.

The information contained herein is subject to change and may be rendered inaccurate for many reasons, including but not
limited to product and roadmap changes, component and motherboard version changes, new model and/or product releases,
product differences between differing manufacturers, software changes, BIOS flashes, firmware upgrades, or the like. AMD
assumes no obligation to update or otherwise correct or revise this information. However, AMD reserves the right to revise
this information and to make changes from time to time to the content hereof without obligation of AMD to notify any person
of such revisions or changes.

AMD MAKES NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE CONTENTS HEREOF AND ASSUMES NO
RESPONSIBILITY FOR ANY INACCURACIES, ERRORS OR OMISSIONS THAT MAY APPEAR IN THIS INFORMATION.

AMD SPECIFICALLY DISCLAIMS ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR ANY PARTICULAR
PURPOSE. IN NO EVENT WILL AMD BE LIABLE TO ANY PERSON FOR ANY DIRECT, INDIRECT, SPECIAL OR OTHER
CONSEQUENTIAL DAMAGES ARISING FROM THE USE OF ANY INFORMATION CONTAINED HEREIN, EVEN IF AMD IS
EXPRESSLY ADVISED OF THE POSSIBILITY OF SUCH DAMAGES.

ATTRIBUTION
© 2010 Advanced Micro Devices, Inc. All rights reserved. AMD, the AMD Arrow logo, ATI, the ATI logo, Catalyst, CrossFireX,
Radeon, and combinations thereof are trademarks of Advanced Micro Devices, Inc. DirectX, Microsoft Windows and Vista are
registered trademarks, of Microsoft Corporation in the United States and/or other jurisdictions. Other names are for
informational purposes only and may be trademarks of their respective owners.


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