Update: ASUS has just officially announced the AREZ series. Full presser at the end. Gallery over here. Packaging is courtesy of Videocardz.com.
As many of you undoutedly know, NVIDIA’s GPP program is causing some serious branding changes (and some alleged anti-trust concerns) in the graphics industry at large. Pretty much all Radeon graphics cards will no longer be shipped under the same gaming brand as GeForce tagged cards. This means that the Republic of Gamers (ROG) branding from ASUS is no longer a viable home for the Radeon series.
AREZ radeon graphics cards will be ready within two months, only a branding change, no features to be lost
Faced with this condition from NVIDIA, ASUS decided it is going to be launching a new brand that is dedicated to AMD Radeon cards: AREZ. MSI has already removed their GAMING branding from AMD Radeon cards (and received significant backlash for it) but it looks like ASUS’s way might be going down a different and more palatable route: creating a separate identity for Radeon cards. An identity that is just as gaming centric as the ROG brand.
The official ASUS website also now has the AREZ series category added, confirming all the rumors before hand. We reached out to some contacts in ASUS and they had the following to say:
“AREZ cards production started today. Will take a month or two to completely change the packaging with new one”
This is some good news for all those concerned. For now, it seems the only difference between ROG and AREZ branded cards will be a simple marketing difference. From what they said, it appears that no features will be lost and this in essense an exercise in re-branding. Furthermore, the sub-branding like STRIX/GAMING nomenclatures will be retained under the AREZ branding – this is in contrast to MSI who decided to ditch all gaming-related branding completely.
The nomenclature will change like so :
- ASUS ROG Strix will become AREZ Strix, so the new branding of an RX Vega 64 graphics card, for example, will become AREZ-STRIX-RXVEGA64-O8G-GAMING.
- ASUS Dual will become AREZ Dual, so the new branding of an RX 580 graphics card will become AREZ-DUAL-RX580-O8G.
- ASUS Expedition series will become AREZ Expedition while ASUS Phoenix will become AREZ Phoenix. The nomenclature change here will just constitute the addition of AREZ before the SKU title: EX-RX570-O4G -> AREZ-EX-RX570-O4G.
Here is the complete list of cards being re-branded to AREZ:
ASUS did have an ARES series before, and it’s interesting to see only a single digit was changed from that to AREZ. That said, ARES was actually named after the Greek God of War, AREZ stands for nothing. If you google it, you might find some jokes about the God of Gym, but those are entirely unrelated. It looks like this is a branding strategy that was probably created for the purpose of imparting some of the old ARES legacy while differentiating it entirely.
Radeon graphics card have been short supply due to mining demand but as the prices are coming down we will see supply catch up again and its only a matter of time before they are selling at the usual rate (what used to be usual at any rate) and it will quickly become clear where the marketing nomenclatures diverge and where they do not.
All in all, I think this is probably the best possible outcome that consumers could have seen from a company forced to pariticipate in GPP: a different brand with no features lost in the transition. We really hope that AIBs like MSI etc will also take a leaf out of the ASUS handbook and create a home for Radeon cards that is equal to its green counterpart.
TAIPEI, Taiwan, April 17, 2018 — ASUS today announced AREZ, a new brand identity for ASUS Radeon™ RX graphics cards. Derived from Ares, the Greek god of war, AREZ-branded graphics cards are built using industry-leading automated manufacturing to provide AMD gamers and enthusiasts with superior cooling technology and a robust software ecosystem.
The new AREZ brand underlines the strong working partnership between ASUS and AMD that spans decades. Gamers and enthusiasts will enjoy a combination of exclusive ASUS innovations and technologies and AMD’s Radeon graphics processors and software.
“Gamers around the world rally behind AMD Radeon because of what the Radeon name stands for: a dedication to open innovation such as our contributions to the DirectX and Vulkan APIs, a commitment to true transparency through industry standards like Radeon FreeSync™ technology, and a desire to expand the PC gaming ecosystem by enabling developers to take advantage of all graphics hardware, including AMD Radeon graphics. We invite gamers everywhere who believe in these values and the value of the exceptional gaming experience Radeon graphics delivers to join the Red team,” said Scott Herkelman, Vice President and General Manager, AMD Radeon Technologies Group.
Extreme durability: Auto-Extreme technology and Super Alloy Power II components
AREZ graphics cards are produced using Auto-Extreme technology, an industry-exclusive, 100%-automated production process that incorporates premium materials to set a new standard of quality, performance and longevity. Since the introduction of Auto-Extreme technology in ASUS graphics cards, reliability has improved by 30%. This manufacturing process is also environmentally friendly, eliminating harsh chemicals and reducing power consumption by 50%.
Super Alloy Power II components deliver enhanced efficiency, reduce power loss, reduce component buzzing by 50% under full load and achieve thermal levels that are approximately 50% cooler than previous designs for enhanced quality and reliability.
Hi-tech cooling: MaxContact, patented Wing-Blade IP5X-certified fans and FanConnect II
MaxContact is an industry-first GPU cooling technology featuring an enhanced copper heat-spreader that directly contacts the GPU. MaxContact utilizes precision machining to provide a 10X-flatter surface for up to 2X more contact area with the GPU than traditional heat spreaders, resulting in improved thermal transfer. Select AREZ graphics cards are also constructed with up to 40% more heatsink surface area than previous dual-slot designs, further improving heat dissipation for dramatically cooler and quieter performance.
A patented Wing-Blade fan design delivers 105%-greater static pressure over the heatsink for more efficient cooling and up to 3X-quieter operation compared to other fan designs. The fans are certified under the International Protection Marking (IP code) as IP5X dust resistant for improved reliability and a longer lifespan. This stringent certification process ensures AREZ graphics cards provide optimal fan performance, even under severe operating conditions. Additionally, 0dB technology stops the fan completely when the GPU temperature is below a set level, letting players enjoy light gaming sessions in complete silence.
ASUS FanConnect II features two four-pin hybrid-controlled headers that can be connected to both PWM and DC system fans for optimal system cooling. The connected fans reference both the GPU and CPU, and operate automatically based on the one with the higher temperature. A comprehensive set of tuning options allow gamers to tune fan speeds for efficient cooling.
Software ecosystem: GPU Tweak II, plus Radeon Software Adrenalin Edition
Redesigned with an intuitive user interface, GPU Tweak II makes gaming and overclocking easier than ever, while retaining advanced options for seasoned overclockers. With one click, the Gaming Booster function maximizes system performance by removing redundant processes and allocating all available resources automatically.
AREZ graphics cards also support the latest AMD Radeon Software Adrenalin Edition drivers for comprehensive control over AMD GPUs. Core features include power-saving Radeon Chill technology; Radeon WattMan for profile-based custom control of voltages, engine clocks and fan speeds1; and Radeon ReLive for easy capture and sharing of in-game action.
AVAILABILITY & PRICING
ASUS AREZ-branded graphics cards will be available from May 2018 in selected markets.
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