A favorite thesis of the founder of NVIDIA, explaining the rise in the average price of video cards, is the mention that games are becoming more spectacular and expensive to develop. This year, the trend towards a forced increase in demand for digital entertainment is combined with the weakness of the economies of many regions, so manufacturers will not go far on expensive video cards. Resource Gamers Nexus outlined in its latest digest the complaints of video card manufacturers about NVIDIA’s pricing policy, which almost leaves them no opportunity to earn money when releasing video cards in the price range from $ 250 to $ 300.

When a new graphics product prepares to go to market, NVIDIA provides partners with recommendations on the cost of the components required to manufacture them. A certain upcoming model of the GeForce RTX 30 family should be located in the price range from $ 250 to $ 300, and the company has already provided partners with its economic recommendations. They turned out to be far from reality, according to video card manufacturers.

For example, a budget of no more than $ 5 has been allocated for the cooling system, although for this money you can only count on a simple aluminum radiator with a mediocre fan, which will no longer apply to memory chips. You can forget about the backlight, heat pipes, and cooling efficiency itself. In fact, according to video card manufacturers, even models like the GeForce GTX 1650 require cooling for $ 9-13, and the potential successor to the GeForce RTX 2060 in question could claim a much larger budget when choosing a cooling system. Alas, NVIDIA doesn’t want to listen to these arguments yet.

Sources admit that in such conditions, video card manufacturers will be forced to either go broke or release a limited batch of video cards at recommended prices, and then focus on commercially viable activities that will inevitably raise the price from the recommended level of $ 250-300. NVIDIA’s marketing policy will also depend on the competitive environment, and it is no longer calm this year.