That's the quick and not entirely complete explanation for why Nvidia (nasdaq: NVDA - news - people ) moved last Sunday to counter Intel's (nasdaq: INTC - news - people ) foray into processors for mobile devices with an expanded low-power processor line of its own, dubbed Tegra.
The longer explanation is that both companies see the markets for their processors going where Apple (nasdaq: AAPL - news - people ) Chief Executive Steve Jobs is busy building an empire: mobile devices that combine computing, connectivity and multimedia content. Build the chips, and someone, whether it is Jobs or Microsoft (nasdaq: MSFT - news - people ) Chief Executive Steve Ballmer, will help turn them the gadgets consumers will crave.
Intel is pushing its mobile processor line, dubbed Atom, as a way to cram the ability to run a bite-sized, power-sipping version of the chips that power desktop computers into ever smaller devices. Nvidia, meanwhile, is pitching the ability to tackle desktop-quality multimedia on a tiny power budget. The Tegra 650, announced Sunday, will join a previously announced Nvidia chip, the APX 2500, to make up a a new product line for the Santa Clara, Calif.-based company.
The Tegra 650 crams together a motley collection of processors onto a single piece of silicon. The chips will include an 800-megahertz ARM central processor--the same power-sipping design powering many smart phones--with a high-definition video processor, an imaging processor, an audio processor and a tiny, low-power version of the GeForce graphics processors Nvidia pushes for desktop and laptop computers.
"We think it's a complete computer on a chip," says Mike Rayfield, general manager of Nvidia's mobile business.
The result: Nvidia claims its Tegra processors get as much as 10 times the power efficiency of existing products in battery-operated gadgets running applications such as games and video. The company said it expects products built around the new chips will arrive by year-end for pocket-sized, multimedia-friendly gadgets.
But while Tegra will be powering devices running Microsoft software, Apple could offer the best example of where Nvidia and Intel see the future going. When Intel wants to show investors the kind of devices that will use future generations of even more power-efficient Atom processors, it flashes a slide with an image of an iPhone. And when Nvidia wanted to grab a spot in the market for mobile multimedia gizmos, it bought PortalPlayer, the company that supplied the silicon for the original iPod. Smart people at both companies are betting big on the same idea.
Steve Jobs is too. In April, Apple bought chip designer P.A. Semi for $278 million in cash. (See "Apple Buys Chip Designer.") The move gives Apple a cadre of experienced microprocessor designers who will set to work designing new chips for Apple's iPhone and iPod music players. So there's no guarantee that either Nvidia or Intel will ever win a spot inside of future Apple gizmos.
Then again, the ability to help Apple's competitors beat down whatever Jobs comes up with promises to be a mighty juicy consolation prize.
Tuesday, June 3, 2008
Intel bets on emerging market with new Atom chip
Intel also unveils solid-state drives for new netbook and net-top computers
Betting on the market for small laptops and desktops, Intel Corp. today announced new Atom processors for what it's calling netbook and net-top computers.
Sean Maloney, an Intel executive vice president, unveiled two new Atom processors during a keynote address today at the Computex trade show in Taiwan. Intel began shipping Atom chips for mobile Internet devices, which are small pocketable machines, back in April.
The new Atom N270 and Atom 230 processors for small laptops and desktops are the second incarnation of Intel's newly designed 45-nanometer processor.
"We see a lot of demand for more affordable products," said Chris Tulley, a spokesman for Intel. Noting that the majority of households in emerging markets have no PCs, and that the majority of households in mature markets have one PC, he added, "We see an opportunity to have more devices per household and potentially one device per person."
Tulley added that the company expects netbook and net-top sales to outpace growth of traditional laptops and desktops.
A netbook is a relatively inexpensive, small form-factor laptop that is designed for basic applications like Web surfing, e-mail and writing. A net-top is similar, except it's a desktop. Both are designed to use less power than their traditional counterparts but aren't powerful enough for serious power users or gamers.
Tulley said companies like Acer Inc. are both coming out with devices based on the new Atom chips. Maloney showed off net-tops and netbooks based on the new chips at the conference today.
The Atom line -- Intel's smallest chips -- are designed to have a small footprint, enable long battery life and have low thermals and energy consumption. The architecture, which was reportedly designed from the ground up, includes the 45nm "high-k" transistor formula unveiled with the Penryn family of chips late last year.
In a related announcement at Computex, Intel unveiled the Z-P230 PATA solid-state drive, which will provide flash memory storage for netbook and net-top systems. Intel is slated to ship a 4GB version of the device for $25 and an 8GB version for $45 in the third quarter of this year. A 16GB version of the Z-P230 PATA solid-state drive will be available in the fourth quarter for an undisclosed price.
Approximately four times smaller than 1.8-in. notebook hard drives and weighing only 10 grams, the Z-P230 features a PATA IDE interface, which will allow Intel to easily plug the NAND flash device into its future mobile PC computing products, according to an Intel spokesman. The solid-state drive includes a read throughput of 35MB/sec. and write throughput of 7MB/sec. The new flash drive uses 1.65 milliwatts of power in idle state and 314 milliwatts in operating mode.
Intel has aggressively stepped up development of its solid-state technology this year. Last week, it and Micron Technology Inc. unveiled a jointly developed 34nm, 32Gbit NAND flash memory chip that will be available in the second half of 2008. In addition, Intel confirmed plans to ship 1.8-in. and 2.5-in. solid-state drives for laptop and notebook PCs with storage capacities of 80GB to 160GB sometime in the middle of this year.
Also at Computex today, Intel unveiled new chip sets for desktop PCs. The Intel 4 Series chip sets, which include the G45, G43, P45 and P43, will be used with the 45nm Intel Core2 Duo and Intel Core2 Quad processors.
Betting on the market for small laptops and desktops, Intel Corp. today announced new Atom processors for what it's calling netbook and net-top computers.
Sean Maloney, an Intel executive vice president, unveiled two new Atom processors during a keynote address today at the Computex trade show in Taiwan. Intel began shipping Atom chips for mobile Internet devices, which are small pocketable machines, back in April.
The new Atom N270 and Atom 230 processors for small laptops and desktops are the second incarnation of Intel's newly designed 45-nanometer processor.
"We see a lot of demand for more affordable products," said Chris Tulley, a spokesman for Intel. Noting that the majority of households in emerging markets have no PCs, and that the majority of households in mature markets have one PC, he added, "We see an opportunity to have more devices per household and potentially one device per person."
Tulley added that the company expects netbook and net-top sales to outpace growth of traditional laptops and desktops.
A netbook is a relatively inexpensive, small form-factor laptop that is designed for basic applications like Web surfing, e-mail and writing. A net-top is similar, except it's a desktop. Both are designed to use less power than their traditional counterparts but aren't powerful enough for serious power users or gamers.
Tulley said companies like Acer Inc. are both coming out with devices based on the new Atom chips. Maloney showed off net-tops and netbooks based on the new chips at the conference today.
The Atom line -- Intel's smallest chips -- are designed to have a small footprint, enable long battery life and have low thermals and energy consumption. The architecture, which was reportedly designed from the ground up, includes the 45nm "high-k" transistor formula unveiled with the Penryn family of chips late last year.
In a related announcement at Computex, Intel unveiled the Z-P230 PATA solid-state drive, which will provide flash memory storage for netbook and net-top systems. Intel is slated to ship a 4GB version of the device for $25 and an 8GB version for $45 in the third quarter of this year. A 16GB version of the Z-P230 PATA solid-state drive will be available in the fourth quarter for an undisclosed price.
Approximately four times smaller than 1.8-in. notebook hard drives and weighing only 10 grams, the Z-P230 features a PATA IDE interface, which will allow Intel to easily plug the NAND flash device into its future mobile PC computing products, according to an Intel spokesman. The solid-state drive includes a read throughput of 35MB/sec. and write throughput of 7MB/sec. The new flash drive uses 1.65 milliwatts of power in idle state and 314 milliwatts in operating mode.
Intel has aggressively stepped up development of its solid-state technology this year. Last week, it and Micron Technology Inc. unveiled a jointly developed 34nm, 32Gbit NAND flash memory chip that will be available in the second half of 2008. In addition, Intel confirmed plans to ship 1.8-in. and 2.5-in. solid-state drives for laptop and notebook PCs with storage capacities of 80GB to 160GB sometime in the middle of this year.
Also at Computex today, Intel unveiled new chip sets for desktop PCs. The Intel 4 Series chip sets, which include the G45, G43, P45 and P43, will be used with the 45nm Intel Core2 Duo and Intel Core2 Quad processors.
AMD manages to ship 'Budapest' for single socket boxes
AMD's four-core chip aimed at single socket servers has finally made its way to market.
The company today heralded the release of "Budapest." The chip will fit into single processor servers from the usual suspects and be sold under the 1300 Series brand. AMD once looked to get Budapest out "in the second half of 2007," but here we are in mid-2008.
The new chip comes in three flavors - 1352 (2.1GHz), 1354 (2.2GHz), and 1356 (2.3GHz).
Supercomputer specialist Cray may be the most excited vendor to see Budapest arrive. The company uses this chip to fuel its XT4 beasts.
Last year, Cray blamed a lack of Budapest chips for sagging fourth quarter revenue, as customers waited for the new part to upgrade. ®
The company today heralded the release of "Budapest." The chip will fit into single processor servers from the usual suspects and be sold under the 1300 Series brand. AMD once looked to get Budapest out "in the second half of 2007," but here we are in mid-2008.
The new chip comes in three flavors - 1352 (2.1GHz), 1354 (2.2GHz), and 1356 (2.3GHz).
Supercomputer specialist Cray may be the most excited vendor to see Budapest arrive. The company uses this chip to fuel its XT4 beasts.
Last year, Cray blamed a lack of Budapest chips for sagging fourth quarter revenue, as customers waited for the new part to upgrade. ®
Intel Doubles Storage on SSD Drives
Intel introduced an 8G-byte solid-state storage drive and said it would make a 16G-byte solid-state drive available in the fourth quarter of this year.
The Intel Z-P230 PATA 8G-byte SSD is small enough to use with sub-notebooks and ultra-low-cost notebooks, Intel said. The drive, which comes in the form of a chip, is four times smaller than a traditional 1.8-inch hard disk drive and weighs 10 grams.
SSDs have no moving parts, making them more rugged than hard drives, according to Intel. SSDs also consume less power than hard drives, giving laptops more battery life. Intel is aiming this product at Netbooks and Nettops, a brand of low-cost PCs launched by Intel earlier this year that will carry the company's low-cost Atom processor.
The announcement was made at the Computex trade show in Taipei.
The drive will be available for US$45 in units of 1,000 in the third quarter of this year. Intel declined comment on the pricing for the 16G-byte SSD.
The company last month announced it would double the density of its 16G-byte drives to 32G-byte drives that will enable on-board storage capacity of up to 256G bytes of storage in a 1.8-inch form factor. The drives will be linked on-board via a standard PATA (parallel advanced technology attachment) interface.
The company will ship samples of the 32G-byte drive starting in June, with mass production expected in the second half of this year. Intel didn't comment on when it expects to formally ship the 32G-byte drive.
Intel introduced SSD drives late last year, announcing 2G-byte and 4G-byte drives. At the time, Intel said it would grow SSD storage modules to 64G bytes in two years.
The Intel Z-P230 PATA 8G-byte SSD is small enough to use with sub-notebooks and ultra-low-cost notebooks, Intel said. The drive, which comes in the form of a chip, is four times smaller than a traditional 1.8-inch hard disk drive and weighs 10 grams.
SSDs have no moving parts, making them more rugged than hard drives, according to Intel. SSDs also consume less power than hard drives, giving laptops more battery life. Intel is aiming this product at Netbooks and Nettops, a brand of low-cost PCs launched by Intel earlier this year that will carry the company's low-cost Atom processor.
The announcement was made at the Computex trade show in Taipei.
The drive will be available for US$45 in units of 1,000 in the third quarter of this year. Intel declined comment on the pricing for the 16G-byte SSD.
The company last month announced it would double the density of its 16G-byte drives to 32G-byte drives that will enable on-board storage capacity of up to 256G bytes of storage in a 1.8-inch form factor. The drives will be linked on-board via a standard PATA (parallel advanced technology attachment) interface.
The company will ship samples of the 32G-byte drive starting in June, with mass production expected in the second half of this year. Intel didn't comment on when it expects to formally ship the 32G-byte drive.
Intel introduced SSD drives late last year, announcing 2G-byte and 4G-byte drives. At the time, Intel said it would grow SSD storage modules to 64G bytes in two years.
Monday, June 2, 2008
T2K Open Supercomputer Systems with Quad-Core AMD Opteron(TM) Processors Now in Operation
AMD Japan (NYSE: AMD) today announced the official start of operation of the T2K supercomputer systems featuring Quad-Core AMD Opteron™ processors and with specifications developed jointly by the University of Tsukuba, the University of Tokyo, and Kyoto University. These T2K systems were delivered to the University of Tsukuba by Cray Japan Inc. and Sumisho Computer Systems, to the University of Tokyo by Hitachi Ltd., and to Kyoto University by Fujitsu Ltd. "In July 2006, these three universities began jointly developing common specifications for each university’s next-generation supercomputer with an eye toward using their supercomputers collaboratively,” said Shunsuke Yoshizawa, director, Regional Marketing, AMD Japan. "The universities aimed to adopt the most advanced and highest performance technology as early as possible, and have engaged in three pillars of openness that make up this new shared specifications experiment: the use of open source hardware architecture, open source system software, and their desire to make the supercomputers widely available amongst the three institutions. The performance, scalability and advance floating point processing capability of the Quad-Core AMD Opteron processor easily matched their requirements.” The University of Tokyo supercomputer system is comprised of 952 nodes of the Hitachi HA8000-tc/RS425 technical server with four Quad-Core AMD Opteron processors per node. The system as designed achieves a theoretical peak performance of approximately 140 teraflops. A teraflop or "tflop” is the computing power required to process one trillion floating point operations per second. This theoretical peak performance is the fastest in Japan at the time of launch. The University of Tsukuba’s system was built by Cray Japan Inc. and Sumisho Computer Systems and is based on Appro International’s Xtreme-X Supercomputer, while the Kyoto University’s system was built around the Fujitsu HX600 HPC server. Both supercomputers are equipped with four Quad-Core AMD Opteron processors per node. The University of Tsukuba’s system can achieve a theoretical peak performance of approximately 95 tflops, while the Kyoto University system tops out at a theoretical peak performance of approximately 61 tflops. The T2K supercomputers will provide these universities and their researchers with the outstanding system performance and advanced floating point processing enabled by Quad-core AMD Opteron processors. The selection of AMD technology for these highly advanced systems can also provide the universities with much-needed energy efficiency in the form of performance-per-watt and innovative processor-level power management features such as AMD CoolCore™ Technology and Independent Dynamic Core Technology. The synergy of advanced research expertise in computer science developed over many years at these three universities and the computing power of the new AMD processor-based T2K supercomputers is expected to help address increasingly diverse needs in industry and academia including the large-scale scientific calculations for researching subatomic particles and nuclear energy, astronomy, climate modeling and weather forecasting, and genetics and biomedical advancements, among many others. Additional information about T2K can be found at http://www.open-supercomputer.org. Visit AMD on the Web For more information on the Quad-Core AMD Opteron processor family, including FAQs, development tools, and other general information, please visit http://multicore.amd.com. Information on Quad-Core AMD Opteron processor pricing can be found at http://www.amd.com/pricing. An online press kit is available at http://www.amd.com/quadcore/presskit. About AMD Advanced Micro Devices (NYSE: AMD) is a leading global provider of innovative processing solutions in the computing, graphics and consumer electronics markets. AMD is dedicated to driving open innovation, choice and industry growth by delivering superior customer-centric solutions that empower consumers and businesses worldwide. For more information, visit http://www.amd.com. AMD, the AMD Arrow logo, AMD Opteron 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.
NComputing, AMD and BRAC Join Forces to Expand Computing in Bangladesh
NComputing, AMD (NYSE: AMD) and BRAC announced today the completion of a collaborative project to deploy innovative technology solutions in 10 new school-based 50x15 Initiative Learning Labs throughout Bangladesh. BRAC, one of the world's largest non-governmental organizations, deployed NComputing virtual desktops and AMD Athlon(TM) 64 X2 Dual-Core processor-based desktop computers in 10 schools around the country as part of the 50x15 Initiative, a global initiative founded by AMD with the goal of providing computing capabilities and Internet connectivity to 50 percent of the world's population by 2015.
NComputing, a leading provider of desktop virtualization software and hardware, and AMD, a leading global provider of innovative processing solutions in computing, graphics and consumer electronics, are collaborating to empower people in emerging countries with tools and skills to help them succeed in today's modern world. Similar to previous 50x15 deployments, BRAC followed AMD's proven learning lab methodology, which includes providing tools, techniques and training to maximize educational impact. BRAC, NComputing, and AMD plan to apply the successes and lessons learned in these labs to future deployments.
The AMD/NComputing solution makes sense for budget-constrained areas. AMD is known for its work in energy efficiency throughout the world, and NComputing virtual desktop software and hardware allow the power -- and cost -- to be shared by multiple users.
BRAC organized the deployment of the Learning Labs, which now provide computing access to thousands of children in 10 cities. BRAC's Internet Service Provider arm, BRACNet, provided connectivity solutions to provide the locations with wireless Internet service.
"The deployment of 50x15 Learning Labs throughout Bangladesh will help this country to become a bigger part of the information society," said Abdul-Muyeed Chowdhury, chairman of BRAC BDMail Network Ltd (BBN). "Our goal is to provide PCs to 1,000 libraries and 15,000 non-formal primary schools all over the country. With NComputing's virtual desktop technology and the 50x15 Learning Lab model, we will be one step closer to bridging the digital divide that exists between developed countries and emerging nations, such as Bangladesh."
With the NComputing X300, seven users can simultaneously share a single computer, while the company's L-series supports up to 10 users on a basic computer, 30 on a mid-range system, and hundreds on enterprise-class servers. A breakthrough in green computing, NComputing access devices consume as little as 1.16 watts per user at idle, versus as much as 115 watts for some PCs. Support costs can be expected to plummet because fewer PCs are used (compared to one PC per user) and the solid-state NComputing access devices require little or no maintenance.
BRAC selected the AMD/NComputing solution because of the low costs of deployment, maintenance, support and upgrade along with the energy efficiency of the solution.
"NComputing believes that providing PC access to the next billion users is the single biggest challenge facing our industry today," said Stephen Dukker, chairman and CEO of NComputing. "Emerging countries make up the majority of this under-served mass market and we are gratified that NComputing's technology can be an important part of the solution in Bangladesh and around the world."
NComputing solutions have already been deployed by 15,000 organizations in over 70 countries, helping to slash their computing and electric consumption costs. Calculators for budget, total costs of ownership, and environmental impact are available on NComputing's website at www.ncomputing.com. One scenario is as follows: based on the one-PC-per-user model, seven computers that cost $700 each would cost a total of $4,900 for seven users. But a single $700 computer can support 7 users with 2 NComputing X300 kits. At a price of about $210 per X300 kit, that means a total cost for the hardware and NComputing virtualization software of $1,120 for 7 users ($700 for the computer plus $210 each for the X300 kits, for a total of $1,120). This calculation does not include keyboards, mice, monitors and software licenses, but it shows the potential for enormous savings.
"Learning Labs are deliberate, measured, strategic deployments of technology solutions used to gain insight and knowledge on how best to foster digital inclusion worldwide," said Dan Shine, vice president, 50x15 Initiative AMD and president, 50x15 Foundation. "This expansive project to create 10 new learning labs truly captures the spirit and vision of the 50x15 Initiative by bringing together global collaborators and developing an innovative solution based on leading-edge technology to provide Internet connectivity and computing capability to a new generation."
About NComputing
Winner of The Wall Street Journal's Technology Innovation Award, NComputing, Inc. was founded with the goal of making desktop computing affordable for everyone. Headquartered in Redwood City, CA, NComputing is a privately held virtualization software and hardware company. The company's patented technology can help lower desktop computing costs, improves manageability, and reduces both energy consumption and e-waste.
About BRAC
Established in 1972 as a small-scale relief and rehabilitation organization, BRAC today is one of the largest NGOs in the world, pioneering a multi-faceted approach to development with programs in health, education and social development along with its economic development initiatives, which include microfinance. BRAC reaches an estimated 110 million people in all 64 districts of Bangladesh and in recent years has stepped beyond the borders to countries in distress like Afghanistan, Sri Lanka, Uganda and Tanzania.
NComputing, a leading provider of desktop virtualization software and hardware, and AMD, a leading global provider of innovative processing solutions in computing, graphics and consumer electronics, are collaborating to empower people in emerging countries with tools and skills to help them succeed in today's modern world. Similar to previous 50x15 deployments, BRAC followed AMD's proven learning lab methodology, which includes providing tools, techniques and training to maximize educational impact. BRAC, NComputing, and AMD plan to apply the successes and lessons learned in these labs to future deployments.
The AMD/NComputing solution makes sense for budget-constrained areas. AMD is known for its work in energy efficiency throughout the world, and NComputing virtual desktop software and hardware allow the power -- and cost -- to be shared by multiple users.
BRAC organized the deployment of the Learning Labs, which now provide computing access to thousands of children in 10 cities. BRAC's Internet Service Provider arm, BRACNet, provided connectivity solutions to provide the locations with wireless Internet service.
"The deployment of 50x15 Learning Labs throughout Bangladesh will help this country to become a bigger part of the information society," said Abdul-Muyeed Chowdhury, chairman of BRAC BDMail Network Ltd (BBN). "Our goal is to provide PCs to 1,000 libraries and 15,000 non-formal primary schools all over the country. With NComputing's virtual desktop technology and the 50x15 Learning Lab model, we will be one step closer to bridging the digital divide that exists between developed countries and emerging nations, such as Bangladesh."
With the NComputing X300, seven users can simultaneously share a single computer, while the company's L-series supports up to 10 users on a basic computer, 30 on a mid-range system, and hundreds on enterprise-class servers. A breakthrough in green computing, NComputing access devices consume as little as 1.16 watts per user at idle, versus as much as 115 watts for some PCs. Support costs can be expected to plummet because fewer PCs are used (compared to one PC per user) and the solid-state NComputing access devices require little or no maintenance.
BRAC selected the AMD/NComputing solution because of the low costs of deployment, maintenance, support and upgrade along with the energy efficiency of the solution.
"NComputing believes that providing PC access to the next billion users is the single biggest challenge facing our industry today," said Stephen Dukker, chairman and CEO of NComputing. "Emerging countries make up the majority of this under-served mass market and we are gratified that NComputing's technology can be an important part of the solution in Bangladesh and around the world."
NComputing solutions have already been deployed by 15,000 organizations in over 70 countries, helping to slash their computing and electric consumption costs. Calculators for budget, total costs of ownership, and environmental impact are available on NComputing's website at www.ncomputing.com. One scenario is as follows: based on the one-PC-per-user model, seven computers that cost $700 each would cost a total of $4,900 for seven users. But a single $700 computer can support 7 users with 2 NComputing X300 kits. At a price of about $210 per X300 kit, that means a total cost for the hardware and NComputing virtualization software of $1,120 for 7 users ($700 for the computer plus $210 each for the X300 kits, for a total of $1,120). This calculation does not include keyboards, mice, monitors and software licenses, but it shows the potential for enormous savings.
"Learning Labs are deliberate, measured, strategic deployments of technology solutions used to gain insight and knowledge on how best to foster digital inclusion worldwide," said Dan Shine, vice president, 50x15 Initiative AMD and president, 50x15 Foundation. "This expansive project to create 10 new learning labs truly captures the spirit and vision of the 50x15 Initiative by bringing together global collaborators and developing an innovative solution based on leading-edge technology to provide Internet connectivity and computing capability to a new generation."
About NComputing
Winner of The Wall Street Journal's Technology Innovation Award, NComputing, Inc. was founded with the goal of making desktop computing affordable for everyone. Headquartered in Redwood City, CA, NComputing is a privately held virtualization software and hardware company. The company's patented technology can help lower desktop computing costs, improves manageability, and reduces both energy consumption and e-waste.
About BRAC
Established in 1972 as a small-scale relief and rehabilitation organization, BRAC today is one of the largest NGOs in the world, pioneering a multi-faceted approach to development with programs in health, education and social development along with its economic development initiatives, which include microfinance. BRAC reaches an estimated 110 million people in all 64 districts of Bangladesh and in recent years has stepped beyond the borders to countries in distress like Afghanistan, Sri Lanka, Uganda and Tanzania.
AMD Foundation Launches ''AMD Changing the Game''
NEW YORK--(BUSINESS WIRE)--AMD (NYSE: AMD) today announced the launch of AMD Changing the Game, the first initiative of the newly formed AMD Foundation. The AMD Changing the Game program is intended to improve critical technical and life skills by teaching kids to develop digital games with social content. The program is rooted in AMD’s commitment and experience in supporting education with the company’s passion and expertise in the gaming industry. The program’s launch accompanies AMD’s sponsorship and participation at the Fifth Annual Games for Change Festival to be held June 3 - 4 at Parsons The New School for Design in New York City.
AMD Changing the Game is a natural fit for AMD, which features products powering the visual experience of the two most popular gaming consoles in the world today1 and which recently launched AMD GAME!, a program designed to help consumers select perfectly suited PCs for high-definition gaming.
“We have a tremendous opportunity to harness the passion that kids have for gaming while teaching the skills they need to be successful in our 21st Century digital economy,” said Dirk Meyer, AMD president and chief operating officer.
In addition to technical skills such as science, technology, engineering and math, digital games can be used to help teach youth how to be more engaged citizens, to see conflict from another’s viewpoint and find positive ways to respond to challenging social issues such as poverty, hunger, disease, energy conservation, water use and global warming.
“Today’s youth are highly concerned about social issues and the current generation of youth gamers is among the most socially conscious in history,” said Suzanne Seggerman, co-founder and president of Games for Change. “The movement toward educating and engaging youth through digital games for change not only raises awareness of the importance of social issues, but gives youth an opportunity to make a difference. As this movement continues to build momentum, we believe that partnerships and grant support from leading technology companies like AMD will be critical to its success.”
Through AMD Changing the Game, AMD Foundation grants will go to nonprofit organizations that inspire young people learn while creating games with social content. Employees will also support the initiative through volunteer opportunities. In its pilot year, the following organizations will be funded:
Girlstart, is an Austin, TX-based nonprofit organization created to empower middle and high school girls to excel in math, science, and technology. In the summer of 2008, the AMD Foundation’s grant will enable 60 Girlstart participants to attend a program focused on games with social content. As a capstone project, girls will be creating a social awareness event in Teen Second Life, a virtual gathering place for teens 13-17 all over the world to make friends, play, learn and create. The Girlstart team will identify a social issue of importance to them and create an event in Teen Second Life that will help raise awareness and inspire action around the issue.
Global Kids, is a Brooklyn, NY-based nonprofit organization that seeks to transform urban youth into successful students and global and community leaders. Through its grant to Global Kids’ Playing for Keeps program, AMD has joined The Microsoft Corporation in enabling 20 young people from underserved communities to work with game developers to develop, create and distribute a game about the heroic role of residents following Hurricane Katrina. Last year, young people worked with developers in the Playing for Keeps program to create the game Ayiti: The Cost of Life which allows players to assume the role of impoverished people living in rural Haiti with the goal of meeting some key health, education and quality of life challenges.
Institute for Urban Game Design, is a Washington, DC-based nonprofit organization teaching science, technology, engineering and math (STEM) skills through the hands-on creation of digital games. Beginning in the summer of 2008, the AMD Foundation’s grant will enable IUGD participants to apply their learning in 3-D modeling, animation and computer programming to the development of a game focused on the issue of energy usage. Students will learn about and explore the social issues associated with different types of energy.
Science Buddies is a national, non-profit organization based in California's Silicon Valley offering a variety of web-based tools that help K-12 students explore science through research-based projects often done at Science Fairs and other school and community events. AMD Foundation’s grant will enable Science Buddies to launch a Video and Computer Games Interest Area on its site aimed at helping students understand and practice what is required to design digital games. AMD volunteers will work with Science Buddies staff scientists to develop project ideas to spark student interest in exploring topics such as human behavior in games, ergonomics, game design and programming and the incorporation of social or educational content in games.
As part of launching the Games for Change Festival, the AMD Foundation, in partnership with the John G. and Catherine T. MacArthur Foundation, is sponsoring “Let the Games Begin,” a day-long workshop for nonprofit organizations focusing on how to create social issue games. The workshop will feature interactive lectures by some of the nation’s leading authorities on social issue game development and cover fundamentals such as game design, fundraising, evaluation, youth participation, distribution and press strategies.
Following the Festival, the AMD Foundation and Games for Change plan to co-produce a how-to digital toolkit for nonprofits that includes examples of games with social content, interviews with key experts and additional guidance for nonprofits creating social issue games for the first time.
AMD is also working with PETLab, a joint project of Games for Change and Parsons The News School, to create a social issue game development curriculum for youth. The curriculum is expected to be piloted in the fall of 2008.
AMD Changing the Game is a natural fit for AMD, which features products powering the visual experience of the two most popular gaming consoles in the world today1 and which recently launched AMD GAME!, a program designed to help consumers select perfectly suited PCs for high-definition gaming.
“We have a tremendous opportunity to harness the passion that kids have for gaming while teaching the skills they need to be successful in our 21st Century digital economy,” said Dirk Meyer, AMD president and chief operating officer.
In addition to technical skills such as science, technology, engineering and math, digital games can be used to help teach youth how to be more engaged citizens, to see conflict from another’s viewpoint and find positive ways to respond to challenging social issues such as poverty, hunger, disease, energy conservation, water use and global warming.
“Today’s youth are highly concerned about social issues and the current generation of youth gamers is among the most socially conscious in history,” said Suzanne Seggerman, co-founder and president of Games for Change. “The movement toward educating and engaging youth through digital games for change not only raises awareness of the importance of social issues, but gives youth an opportunity to make a difference. As this movement continues to build momentum, we believe that partnerships and grant support from leading technology companies like AMD will be critical to its success.”
Through AMD Changing the Game, AMD Foundation grants will go to nonprofit organizations that inspire young people learn while creating games with social content. Employees will also support the initiative through volunteer opportunities. In its pilot year, the following organizations will be funded:
Girlstart, is an Austin, TX-based nonprofit organization created to empower middle and high school girls to excel in math, science, and technology. In the summer of 2008, the AMD Foundation’s grant will enable 60 Girlstart participants to attend a program focused on games with social content. As a capstone project, girls will be creating a social awareness event in Teen Second Life, a virtual gathering place for teens 13-17 all over the world to make friends, play, learn and create. The Girlstart team will identify a social issue of importance to them and create an event in Teen Second Life that will help raise awareness and inspire action around the issue.
Global Kids, is a Brooklyn, NY-based nonprofit organization that seeks to transform urban youth into successful students and global and community leaders. Through its grant to Global Kids’ Playing for Keeps program, AMD has joined The Microsoft Corporation in enabling 20 young people from underserved communities to work with game developers to develop, create and distribute a game about the heroic role of residents following Hurricane Katrina. Last year, young people worked with developers in the Playing for Keeps program to create the game Ayiti: The Cost of Life which allows players to assume the role of impoverished people living in rural Haiti with the goal of meeting some key health, education and quality of life challenges.
Institute for Urban Game Design, is a Washington, DC-based nonprofit organization teaching science, technology, engineering and math (STEM) skills through the hands-on creation of digital games. Beginning in the summer of 2008, the AMD Foundation’s grant will enable IUGD participants to apply their learning in 3-D modeling, animation and computer programming to the development of a game focused on the issue of energy usage. Students will learn about and explore the social issues associated with different types of energy.
Science Buddies is a national, non-profit organization based in California's Silicon Valley offering a variety of web-based tools that help K-12 students explore science through research-based projects often done at Science Fairs and other school and community events. AMD Foundation’s grant will enable Science Buddies to launch a Video and Computer Games Interest Area on its site aimed at helping students understand and practice what is required to design digital games. AMD volunteers will work with Science Buddies staff scientists to develop project ideas to spark student interest in exploring topics such as human behavior in games, ergonomics, game design and programming and the incorporation of social or educational content in games.
As part of launching the Games for Change Festival, the AMD Foundation, in partnership with the John G. and Catherine T. MacArthur Foundation, is sponsoring “Let the Games Begin,” a day-long workshop for nonprofit organizations focusing on how to create social issue games. The workshop will feature interactive lectures by some of the nation’s leading authorities on social issue game development and cover fundamentals such as game design, fundraising, evaluation, youth participation, distribution and press strategies.
Following the Festival, the AMD Foundation and Games for Change plan to co-produce a how-to digital toolkit for nonprofits that includes examples of games with social content, interviews with key experts and additional guidance for nonprofits creating social issue games for the first time.
AMD is also working with PETLab, a joint project of Games for Change and Parsons The News School, to create a social issue game development curriculum for youth. The curriculum is expected to be piloted in the fall of 2008.
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