AMD held the ‘AMD Partner Advance 2023’ event on October 26, 2023, at Grand Walkerhill Seoul. The event was attended by AMD partners and domestic distributors, who participated in keynote and breakout sessions related to business and marketing. During the event, the Men’s Lab had the opportunity to visit the Grand Walkerhill Seoul Hotel and meet with Shane Vance, Senior Director of AMD Radeon Gaming Business, and David McAfee, Vice President and General Manager of AMD’s Client Channel Division. They discussed various topics such as AMD’s focus on the Korean market, the development of FSR3, the possibility of official inclusion of Fluid Motion Frame feature, the HYPR-RX technology, and the future of Radeon graphics cards. Vance and McAfee expressed their commitment to meeting the needs of Korean gamers and providing the best gaming experience through collaboration between the Radeon and Ryzen teams.
AMD held the ‘AMD Partner Advance 2023’ event at Grand Walkerhill Seoul on October 26, 2023. This event was attended by AMD partners and domestic distributors, and keynote and breakout sessions related to business and marketing were held. On the day of the event, the Men’s Lab also visited the Grand Walkerhill Seoul Hotel. We met with an AMD representative, held an interview, and had a question and answer session where we shared views on the domestic market.
Shane Bence, Senior Director, AMD Radeon Gaming Business
Shane Vance is the senior director of AMD’s Radeon gaming business. He is a professional with over 30 years of experience since receiving his bachelor’s degree from Texas A&M University. He served as an executive at 3Dfx, STB Systems, and BFG Technologies. He has led AMD’s GPU business for the past five years.
▲ Shane Vance, Senior Director of AMD Radeon Gaming Business
Also in attendance was David McAfee, Vice President and General Manager of AMD’s Client Channel Division. I could also hear opinions about Ryzen.
▲ David McAfee, Vice President and General Manager of AMD Client Channel Division ▲ The AMD Partner Advance 2023 event was also held on this day.
Q. What are you specifically focusing on with Radeon for the Korean market? I’m curious about factors such as performance, price, stability, local game optimization, and game bundles.
Shane Bence – That’s a good question. It can be said that performance per dollar has been and continues to be the target with Radeon. In addition, we aim to provide broad support, including existing titles and titles to be released in the future. This applies to technologies such as FSR as well as to model launches. In addition, the reason this event was held as a briefing session was to understand the needs of Korean customers and prioritize where to focus.
When it comes to Radeon software, the constant focus is on software stability and functionality. Therefore, we focus on the features that gamers want so that users can get the best experience through AMD, and we work to meet the needs of sponsors in various market areas in terms of titles and game bundles.
Q. In the past, FreeSync, which used open standard technology, replaced G-Sync as the de facto industry standard. This FSR3 is released later than DLSS3 and has less supported titles, but it is not a proprietary technology like DLSS but an open technology. It can also be used with third-party graphics cards. Can FSR3 also develop rapidly based on these advantages?
Shane Bence – Just like we did with FSR and FSR2, FSR3 is open technology. So, machine and hardware learning is required, but the biggest advantage is that it supports various platform consoles. Over the past two years, FSR 1 and 2 were released one after the other in a short period of time, and as many as 300 games were supported during those two years. FSR3 was first released with two games, and 12 games are fast approaching release. In addition, we are in the process of collaborating with 18 developers. So I think we can develop quickly.
David McAfee – I will explain further. FSR and FreeSync introduced by AMD were new technologies (recently developed technologies) at the time. We used open source technology to introduce such technology throughout the industry, and I think this shows AMD’s philosophy well. We collaborate with various companies not only in those fields but also in AI and related fields. These include Hugging Face (an American artificial intelligence startup) and Onyx. AMD’s main focus has always been to improve AMD performance, but also to increase accessibility by using open source technology. I believe that long-term momentum can be increased by making choices like these.
Q. I was able to see an example of smooth video viewing by applying AMD Fluid Motion Frame, which I thought was relevant to games, to video. The functionality was activated through the Vulkan API by combining the MPC-HC video player, DXVK conversion layer, and preview version driver. I wonder if there is a possibility that this feature will be officially added in the future. I ask this question because in the past when using an APU, fluid motion was used well when watching videos.
Shane Vance – First of all, we cannot comment on the technology. However, the feedback mentioned recently is valuable to us when discussing the future direction. I will forward this to the team in charge. First of all, with the launch of AMD Software Adrenaline Edition, users are testing beta versions of AFMF and receiving and providing feedback.
C. This time, HYPR-RX technology, which is close to automatic optimization technology, has been added to the Adrenaline software. When upgrading from QHD to 4K, the frame rate increased significantly, but quality degradation was felt. In terms of image quality, applying FSR only to a 4K monitor is clearer. However, it’s worth noting that you can increase settings and lower latency with one click. Can HYPR-RX develop further in the future?
Shane Vance – Adrenaline Software has a unique approach. All the functions the user needs are included in one package, no login is required, and fine tuning is possible within the Adrenalin software. And Hyper RX has been implemented to optimize such things with just one click.
Therefore, I think that Hyper RX can be used well with other AMD features, such as Radeon Super Resolution, Radeon Anti-lag, or Radeon Boost, and will help reduce input lag. I think there will be an advantage with hyper-tuned games that we plan to collaborate on in the future.
Q. The performance difference between the RX 7600 and RX 7700 XT is very large. Could a new graphics card be released that can bridge the gap between the two graphics cards?
Shane Vance – I can’t talk about future products, but I want to emphasize that the Radeon 6000 series is still on the market today. For now, I’d say the one between these two is the RX 6700 family.
Q. In the case of the Radeon RX 7700 XT, it completely beat the GeForce RTX 4060 Ti in terms of performance, but the prices of GeForce products such as the RTX 4060 Ti have dropped across the board, so the price competitiveness of the competing model is not Radeon RX 7700 XT, stands out. Accordingly, I am curious if the price of Radeon can be adjusted according to the domestic market situation.
Shane Vance – First of all, I agree that in terms of performance, the RX 7700 XT is better than the GeForce products. However, in terms of price, there is a SEP (MSRP) policy, so the exact price is set by the retailer.
Q. Are there any plans for Ryzen 5 5600X3D to come out in Korea?
David McAfee – I know very well that 3D technology is a great tool for AMD when it comes to gamers around the world. There are also notable benefits in improving performance. We are still thinking about how to use this advantage. I am not saying here that we have plans to release it in the future, but we are thinking about how we can use this advantage.
Q. Please say kind words for domestic AMD users.
Shane Vance – First of all, in our opinion, Korean gamers are more passionate than gamers around the world, so Korea is a key market for AMD and we try to ensure that Korean gamers enjoy the latest and greatest performance. We will pay attention to that aspect and make every effort to ensure that players can enjoy the latest games they play.
So, as part of our efforts, we intend to create an opportunity or briefing event to talk about any recent development trends, which is why David and I are also here trying to find out what needs to be improved. We plan to sit down again in 2-3 months and discuss what areas need improvement.
David McAfee – And what makes this place even more unique is that Radeon officials and Ryzen officials are in one place. I believe that when it comes to gaming, it’s not just the GPU but the gamer experience that matters. The Radeon and Ryzen teams will continue to work together to provide the best gaming experience for passionate gamers.
I was able to test AMD’s Fluid Motion Frames
After finishing the interview, we moved to the location of the AMD Partner Advance 2023 event. At the event, a system was demonstrated that allowed users to experience AMD’s Fluid Motion Frame (AFMF). Fake P was running on the system, and when AFMF was applied, it was confirmed that the frame rate increased significantly. With the maximum performance of 3840×2160 FSR2 applied, the frame rate increased significantly to 273 frames without AFMF and 393 frames with AFMF.
▲ Fake P AFMF test system was demonstrated through an AMD Ryzen 7 7800X3D system ▲ When AFMF is applied, the frame rate increases significantly.
Fluid Motion Frame increases game frames using technology similar to NVIDIA’s DLSS3 frame generation. If an official driver capable of using fluid moving frames is released in the future, the perceived performance of the Radeon system is expected to improve.
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