Print 45 comment(s) - last by Autisticgramma.. on Jan 19 at 3:34 PM

How to make your Grandma feel dumb

ATI has posted a new video on YouTube that is sure to go viral. The minute long video shows "Louie the monkey" performing a video card upgrade unassisted, and is entitled "Upgrading graphics - So easy, a monkey can do it!"

It is no coincidence that the graphics division of AMD is premiering this marketing salvo on the same day that it launches its first mainstream value DirectX 11 graphics cards priced at under $100. The company has already sold over 2 million DirectX 11 cards to enthusiasts and the mainstream performance segment, and recently launched DirectX 11 Mobility Radeon parts for notebooks.

The mainstream value segment is primarily composed of Massively Multiplayer Online (MMO) and casual gamers. They might be using integrated or low-end graphics cards that came with their computer. Although many would like to improve their visual experience, many of them are uncomfortable with opening up their computers.

The idea for the monkey upgrade video apparently came from Chris Hook, the head honcho of AMD's graphics PR department, who wanted to show how easy and painless a graphics card upgrade could be. Mr. Hook is no stranger to unusual ideas, but this one takes the cake.

AMD and its PR company found a professional monkey trainer who trained Louie the monkey for over a month, but actual production shooting only took a single day. Louie started off with watching videos on video card installation, and progressed to practicing the installations.

Louie performs almost all of the tasks himself, such as unscrewing the side panel and placing the card in the slot. However, he was unable to physically push the Radeon card into the PCIe slot enough for proper seating or push the power button enough to turn it on.

Nevertheless, the video is very entertaining, even if you already know how to install a video card.

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RE: That's all great and good for AMD, but...
By grath on 1/14/2010 7:56:57 PM , Rating: 3
My thinking is that the lack of DX10 games is due entirely to the poor reception (and rejection) of Vista. The motivation to develop for it was low and the risk was deemed high. Much of the industry seems to have simply waited for 7 just as many of us did, and given Win7s acceptance I dont think we need worry about lack of development for DX11.

I am far more worried about the shift of effort and talent away from PC gaming and toward consoles. As a devout PC gaming loyalist since my first 386, I am ashamed to admit I have succumbed to the dark side and bought a PS3, and for the games more than for the bluray. If not for the entrenched MMOG market I fear the battle would have already been lost.

RE: That's all great and good for AMD, but...
By TSS on 1/15/2010 9:01:25 AM , Rating: 3
As a hardcore gamer myself, i'd wish the market would die.

The console market also died once, in 1983. Out of that came the NES, the godfather if you will of all current day consoles.

The current PC market is corrupted. Modern warfare 2 was the nail in the coffin. A console port shooter with no dedicated servers, and it sold like hotcakes. Now they know they can get away with it even on high profile games. In the quake 3 era that game would've gone straight to the bargain bin, pure on those facts alone. But alas... that's already a decade ago....

The last innovation in PC gaming that i can remember is Half life 2, or the introduction of Physics based gameplay. Something that wasn't a gimmick, but stayed relevant, fun, and challanging the entire game. Every game since then has been evolved around some kind of gimmick that gotten all attention which left the rest of the game wanting.

And now even the great games aren't great... just reasonable... MW2 looks nice, but the singleplayer is short and the multiplayer... well laggy. OF2, same thing. NFS series has tried realism, and failed hard. Borderlands, a decent game, but all it did was put Diablo 2 loot into a FPS, and still, a console port. Dragons age, great story, but by now oversimplified good-bad-neutral awnser system, and the combat+skill trees just plain suck, a problem i fear will also befall SW:TOR. Nothing like, say, Neverwinter nights, which had both proper story and gameplay. Crysis, it's a bit older then the rest of the games i list but now where finally able to run it properly. Champions online, remake of CoH and not to mention completly nerfed and unbalanced in a release day patch. star trek online is poised to be one long grind, just as WoW has become one long grind, and the epics have become common.

If PC gaming would die, maybe it'll go underground again. Once the casual gamer's influence has dissapeared, gameplay and difficulty will improve again. And we can go back to the time where Pwnage actually cost skill, not luck and gear. The games itself will become smaller, less complex, more solid. Modding will come back, instead of beeing dead because of console ports and casual gamers thinking they can make a mod themselves and then fail horribly.

It would be a harsh time, but beyond it would be even brighter sunshine.

By killerclick on 1/15/2010 1:31:20 PM , Rating: 2
I don't like MMOs, I don't like multiplayer and I don't like consoles. I'm screwed as far as games are concerned.

"I'm an Internet expert too. It's all right to wire the industrial zone only, but there are many problems if other regions of the North are wired." -- North Korean Supreme Commander Kim Jong-il

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