Nvidia is pulling the plug on the controversial GeForce Partner Program

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Unwilling to battle an onslaught of "untruths" and "rumors", Nvidia is shutting down its GeForce Partner Program (GPP), the companysaid on Friday, May 4.

Nvidia introduced the GeForce Partner Program in a vague post at the beginning of March, stating that it was "designed to ensure that gamers have full transparency into the GPU platform and software they're being sold, and can confidently select products that carry the Nvidia GeForce promise".

In short, Nvidia appeared to be pushing their OEM partners - such as Gigabyte, MSI, and Asus - to attach their gaming brands exclusively to Nvidia products as a condition for joining the program.

Download the Nigeria Today app from Play store. Although NVIDIA claims that most partners agreed to its program, that they own their brands and GPP didn't change that, it will end this program. This led to a lot of confusion for many and finally, Nvidia has decided that it is ending the GPP because of the rumours and mistruths that are mistold to everyone. "And GPP partners will get early access to our latest innovations, and work closely with our engineering team to bring the newest technologies to gamers". In practice, the program left NVIDIA with a credibility problem, and the lack of details means that we'll likely never know for sure the true extent of NVIDIA's motivations with the program. However, despite that, Nvidia is "pulling the plug on GPP to avoid any distractions" when it comes to future launches.

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Tensions ratcheted up in mid-April, when Asus revealed a new Arez brand for AMD graphics cards, and removed the ROG brand from Radeon hardware.

According to Nvidia, all it asked of its partners was to "brand their products in a way that would be crystal clear". The choice of GPU greatly defines a gaming platform. The company says it didn't want "substitute GPUs hidden behind a pile of techno-jargon".

In any case, the Nvidia GPP has kicked the bucket and the result is a new AREZ brand from Asus unless they also decide to cancel it.