Nvidia does n’t seem to care about stake much anymore . From itslacklustre Blackwell RTX 50 launch , to its gunstock Mary Leontyne Price booming as its H100s were used in all way or AI grooming , to hyperbolic marketing that suggests we should just take our faux soma and be happy about it . Nvidia ’s clearly more of an AI ship’s company these 24-hour interval . But I desire that does n’t last .

This is the company that brought us iconic play graphics cards , like the 1080 Ti and the preposterous 4090 . It popularized dynamical upscaling with DLSS , and avail make raytracing variety - of viable . But it ’s been very clear for a number of years that play is not Nvidia ’s major focal point , and indeed this past one , makes it find like an afterthought .

I really go for if and when the AI plug become flat down , or the bubble flare-up , that Nvidia returns to its roots and form some great gambling hardware again .

Humble pie kills hubris

If gambling became a bigger focus for Nvidia again , it would have take it more seriously . That would stand for number to terms with some of the negative habits it ’s train in late years . or else of taking the gaming market place for granted , it would ask to be more aggressive with its pricing , name more of its higher - remainder graphics cards more affordable .

That might even entail it stop undercut its board partners with overbuilt Founders Editions , so they can be more creative with their designs without sky - rocketing the cost . perhaps Nvidia could sweet talk EVGA to come back too ? How fun would it be see KINGPIN cards make a comeback ?

It would have to start putting more than8 GB of VRAM on its most affordable graphics cards , too .

If there ’s one thing I wish well it would do , though , it ’s be more honest about its products . Jensen Huang confidently stating that the RTX 5070 would offer RTX 4090 performance ( “ with AI ” ) is as close to an outright lie you may get without really doing so — it ’s noteven quicker than the 4070 Super all the clip . It could contain using deceptively label graphs and show existent frame per second against its own placard , and the competitor . It could play up aboriginal performance , like AMD did during its late RX 9070 XT unveiling .

I still love the stupid halo cards

I am a staunch critic of Nvidia ’s predatory , monopolistic practices . Its terms increase in recent generations have been amusing , and the RTX 50 launch has been downright insulting . But I ’d be a liar if I said I did n’t love the ridiculousness of its Titan - esque aura cards . The RTX 1080 Ti , the RTX 3090 Ti , the RTX 4090.Less so the RTX 5090 , but still , it ’s bonkers . search how flyspeck the real PCB is . Look at how the power connection are melt down again because these art card are so preposterous .

They ’re the fast card there ’s even been at the time of their release . The lizard part of my brain that just likes to see the numbers go up loves what the hardware can do , and the jaded tech diarist side of me adore the unique ways they push the boundary of what ’s potential .

I ’d love it if graphics cards were more militant , and I ’d love to see AMD take a shot at the top fleck again even if it does n’t make much financial sense . But I also want to see Nvidia do crazy Nvidia stuff . Just make a 1,000W GPU that needs its own power supply already . Why not ?

Get more gamers onboard

If Nvidia took gaming more seriously , it could make some of its best features more applicable to more the great unwashed . As it stands , some of its flagship play feature , like DLSS and raytracing , are effectively paywall locked behind the highest - final stage graphics bill . Even almost seven age on from the introduction of these fresh feature article with the RTX 20 serial , and no one I know use raytracing outside of those with the most mellow - end graphics cards .

And how many people do you know who have an XX90 class card ? I shape in this industry andI onlyknow a dyad .

DLSS at the very least should be just as usable on an XX60 card as it is on an XX90 . The whole dot of the high - end card is that it has the local rendering ability to do what the lower - closing cards ca n’t . afford it more Tensor core so that it can DLSS even hard than the cards that actually need the help is rearwards .

The same pass for raytracing . The 5090 has all the world power it ask to drive eminent underframe rates in most games . Giving it almost four time the RT core of the 5070 just seems unfair . The 5070 is the plug-in that needs that extra help tracing those paths . Sure , make the succeeding 6090 faster in all senses than every other card , but could n’t we have it so that turning on raytracing on low - end add-in does n’t mean hold major sacrifice ?

Come back to the fold

Nvidia really botched the RTX 50 series , and the RTX 40 - serial was n’t that impressive either . But its tanking reputation does n’t have to continue to slither — if it starts treating gamers as more than an rethink . The AI gravy wo n’t last forever , and though Nvidia ’s datacenter business enterprise will certainly remain a more profitable part of it than consumer ironware , the gaming market will always be an crucial component in its system .

If Nvidia wants to see offnew rival from AMDand Intel , and the ever - greater - encroachment from ARM , it demand to rethink its approach : Fairer pricing , more militant mid - range options with democratised features , would be a not bad beginning .

That does n’t imply ditching the wild designs and over the top GPUs that push the boundaries of what ’s possible — I want to see more of that , not less — but that can be folded into a more cohesive strategy that sympathise what gamers actually want and need : Affordable GPUs that let them enjoy a more customized , performative experience than cabinet and handhelds .

If Nvidia wants to keep being the good , it involve to pretend like it still care .