We saw AMD's old "FX" moniker repeated on a leaked price sheet recently, but we couldn't be sure of its significance. Now AMD has confirmed that it is indeed bringing back the FX brand to denote hardware aimed at gamers and graphics enthusiasts. In keeping with its penchant for complicated taxonomy, the chipmaker will use the resurrected badge not on individual products, but rather on desktop platforms that combine top-of-the-range components -- including the forthcoming Scorpius platform that will consist of a 9-series chipset, HD 6000 Series discrete graphics and an unlocked eight-core Zambezi CPU. This is all part of AMD's efforts to square up to Intel and present itself as the PC gamers' choice, and to that end the company also revealed it is partnering with more games developers to encourage use of its HD3D, Eyefinity and Dual Graphics technologies. Full PR (excessive nomenclature and all) is after the break.
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AMD Continues to Power the Ultimate PC Gaming and Hi-Def Experience With FX Brand and New "Gaming Evolved" Collaborations
June 7, 2011 12:01 AM EDT

LOS ANGELES, CA -- (MARKET WIRE) -- 06/07/11 -- AMD (NYSE: AMD) today reintroduced the FX brand for PC processors and platforms at the Electronic Entertainment Expo (E3). FX-branded products will be geared toward enthusiast PCs and HD entertainment aficionados. AMD also announced new members for its "Gaming Evolved" program, driving the PC gaming experience forward with native HD3D support in Eidos Montreal's "Deus Ex: Human Revolution," and new collaborations with Bioware, Creative Assembly and Codemasters.

FX Brand Enables Top-Flight Experience for Gamers and HD Media Enthusiasts The FX brand is associated with AMD's fastest processors and most powerful platforms -- those designed for unrestrained PC performance for the ultimate gaming and HD entertainment experiences. In addition, these processors and platforms drive rich visuals for graphics-intensive applications and high-resolution AMD Eyefinity multi-monitor configurations. The first platform to earn the FX title, the "Scorpius" platform, will feature the now-available AMD 9-series chipset motherboards and AMD Radeon" HD 6000 Series graphics cards, plus the upcoming "Zambezi" unlocked, native eight-core processor.(1)

"AMD's FX brand will enable an over-the-top experience for PC enthusiasts," said Leslie Sobon, vice president of Worldwide Product Marketing, AMD. "By combining an unlocked, native eight-core processor, the latest in chipset technology, and AMD's latest graphics cards, FX customers will enjoy an unrivalled feature set and amazing control over their PC's performance."

AMD Adds New Members, Titles to Gaming Evolved Furthering its commitment to PC gaming innovation and promoting an open and advanced experience for gamers, AMD continues to add members and grow relationships in the second year of the Gaming Evolved program. True to its previously announced commitment to PC gamers, AMD remains focused on working with the best software developers to maximize the user experience. Gaming Evolved combines AMD's expanded support for Microsoft DirectX� 11 games (which use the latest graphics technology from Microsoft), along with AMD Eyefinity multiple-monitor configurations, AMD Dual Graphics (which enable multiple graphics processors in one computer), and native AMD HD3D support to enable standards-based stereo 3D display capabilities for a truly immersive 3D visual experience.(2)

"Since the launch of AMD's open stereo 3D initiative last year, developers have been embracing native 3D support that will work with a range of 3D glasses and monitors from different vendors," said Neal Robison, director of ISV Relations, AMD. "This excitement by developers is starting to pay off with the announcement by Eidos-Montreal that 'Deus Ex: Human Revolution,' will enable native stereo 3D support."

With AMD HD3D, gamers can experience amazing stereoscopic 3D gaming image quality for a more realistic experience. AMD HD3D technology supports more than 400 titles through AMD's technology partners, and AMD's open 3D ecosystem approach encourages the broadest selection of 3D solutions, available at the most affordable cost.

"We are thrilled to be working with AMD, an innovative leader in PC hardware and software, incorporating their technology into Deus Ex: Human Revolution for PC," said Stephane D'Astous, general manager of Eidos-Montreal, a Square Enix studio. "It's also exciting that Deus Ex: Human Revolution is the first video game title optimized to natively utilize AMD HD3D-capable hardware. Coupled with AMD Eyefinity functionality, PC gamers will be even more immersed in the action-rich gameplay and compelling storyline."

In addition to Eidos, AMD's new partners include major developers of critically acclaimed titles, including Bioware's "Dragon Age II," Creative Assembly's "SHOGUN 2: Total War" and Codemasters' "DiRT 3," which will include native support for DirectX 11, AMD Eyefinity and AMD Dual Graphics technologies.

AMD at E3 2011 E3 attendees can experience these stunning technologies with their own eyes at the AMD booth (#823 South Hall), which will feature demos of AMD technologies and upcoming game titles including "Orcs Must Die!" from Robot Entertainment and DirectX 11-enabled "Blacklight: Retribution" from Perfect World.

Supporting Resources

Read AMD posts from E3 on the Game Blog.
Learn more about AMD Gaming Evolved here.
Get additional information on AMD HD3D technology here.
Follow news from the AMD team on Twitter at @AMD_Unprocessed.
Become a fan of AMD technology on Facebook.

About AMD AMD (NYSE: AMD) is a semiconductor design innovator leading the next era of vivid digital experiences with its groundbreaking AMD Fusion Accelerated Processing Units (APUs) that power a wide range of computing devices. AMD's server computing products are focused on driving industry-leading cloud computing and virtualization environments. AMD's superior graphics technologies are found in a variety of solutions ranging from game consoles, PCs to supercomputers. For more information, visit http://www.amd.com.

AMD, the AMD Arrow logo, Radeon and combinations thereof, are trademarks of Advanced Micro Devices, Inc. Other names are for informational purposes only and may be trademarks of their respective owners.

(1) AMD's product warranty does not cover damages caused by overclocking even when overclocking is enabled via AMD software.

(2) AMD Eyefinity technology works with games that support non-standard aspect ratios, which is required for panning across multiple displays. To enable more than two displays, additional panels with native DisplayPort" connectors, and/or DisplayPort" compliant active adapters to convert your monitor's native input to your cards DisplayPort" or Mini-DisplayPort" connector(s), are required. Support for six simultaneous displays may require complementary products compatible with DisplayPort 1.2 Multi-Stream Transport. Maximum number of configured displays may vary -- check with your component or system manufacturer for specific model capabilities and supported technologies. SLS ("Single Large Surface") functionality requires an identical display resolution on all configured displays.