Advanced Micro Devices, Inc. (NASDAQ:AMD) has a bumper crop of new hardware. New Ryzen CPUs are taking the fight to Intel Corporation (NASDAQ:INTC) in the battle to gain a larger share of the computer market. At the same time, AMD is tackling industry leader Nvidia Corporation (NASDAQ:NVDA) in the PC graphics market, launching a new generation of Radeon video cards. To sweeten the pot for consumers and creative professionals, the company has enlisted the help of several prominent software publishers, launching the new AMD4U program.
AMD is releasing some of the most compelling hardware in its history this year. With the new Vega architecture powering its latest video cards, and the Zen architecture behind its Ryzen CPUs, the company is well-positioned to take on its rivals.
But Advanced Micro Devices knows that convincing consumers and professionals to make the move from the long-time No. 1 choice — which Intel and Nvidia are in their respective markets — to a perennial runner-up isn’t easy.
Advanced Micro Devices Announces AMD4U
As a result, the company hasn’t relied solely on big product launches to move new hardware. It’s partnering with some of the biggest and most recognizable names in the PC industry in order to win more eyeballs, and to convince potential buyers that AMD products are not just an alternative, they’re a better choice than the status quo. To date, that effort has included some very high profile combinations.
Dell’s popular Alienware gaming PC division is promoting an exclusivity deal for offering AMD’s powerful new Ryzen Threadripper CPU. Apple Inc. (NASDAQ:AAPL) prominently featured a powerful new AMD Radeon Pro video card as being a key component on its high profile new iMac Pro computer. And Microsoft Corporation (NASDAQ:MSFT) has announced it will be deploying AMD’s new Epyc processors in its Azure cloud service data centers.
The latest partnership marketing salvo from AMD is called AMD4U.
This time, there’s more than just association with leading brands involved: buyers of AMD products also get a carrot. With AMD4U, the company is partnering with Adobe Systems Incorporated (NASDAQ:ADBE) and Square Enix Holdings Co Ltd (OTCMKTS:SQNXF). Adobe targets creative professionals, while Square Enix is aimed at gamers.
In the press release announcing the new program, Advanced Micro Devices outlines what AMD4U offers. Buyers of new computers featuring AMD Ryzen CPUs or the latest Radeon RX 500 series video cards are eligible for free software perks featuring applications that are optimized for AMD hardware.
That includes up to three free indie video games from Square Enix and/or a choice of two and three month free subscriptions to one of two Adobe Creative Cloud services. The value of the free software is estimated at $40 for the games and either $29.97 or $99.98 for the Adobe subscription. So depending on the system they choose, and whether it has a Ryzen CPU, new Radeon graphics card — or both — buyers can score as much as $140 in free software by redeeming the AMD4U offer.
According to Advanced Micro Devices, the new AMD4U program was created for this reason:
“This program highlights the continued commitment by AMD to empower content creators and gamers with incredible experiences, in collaboration with recognized industry leaders like Adobe and Square Enix.”
In other words, it’s a continuation of Advanced Micro Devices’ strategy of signing up computer industry partners with high value name brand recognition. Seeing names like Alienware, Apple, Microsoft and now Adobe and Square Enix directly associated with AMD hammers away at consumer perception that Intel and Nvidia are the best choice.
AMD4U specifically targets two groups that tend to upgrade their PCs regularly and spend more than average consumer to do so: content creators and gamers. Besides the big name partnership angle, AMD4U adds a little bribe to the mix, throwing in some free software. It might just help to move more Ryzen CPUs and Radeon video cards.
As of this writing, Brad Moon did not hold a position in any of the aforementioned securities.
