Nvidia Cancels Controversial GPP After Accusations of Anti-Competitive Practice

Written by Neil Soutter on Tue, May 8, 2018 9:48 AM

Nvidia has announced the cancellation of its GeForce Partner Program, in what’s turned out to be a rather embarrassing climb down. Originally announced back in March, Nvidia’s stated intention was to  “help gamers know what they are buying” and ensure its “engineering and marketing efforts support brands consumers associate with GeForce.” The end result was anything but helpful, effectively strong-arming AIB partners into stripping their established gaming brands from AMD Radeon products.

The fallout was huge and, despite one or two AIB partners already rebranding, Nvidia has evidently decided enough is enough and thrown the towel in on the GPP.

In a statement over the weekend, Nvidia’s John Teeple didn’t so much offer an apology as intimate that everyone else simply didn’t understand what it was trying to achieve.

“A lot has been said recently about our GeForce Partner Program,” said Teeple in a blog post. “The rumors, conjecture and mistruths go far beyond its intent. Rather than battling misinformation, we have decided to cancel the program.

“GPP had a simple goal – ensuring that gamers know what they are buying and can make a clear choice. Gamers want the best GPU tech. GPP was about making sure gamers who want NVIDIA tech get NVIDIA tech.

“Most partners agreed. They own their brands and GPP didn’t change that. They decide how they want to convey their product promise to gamers. Still, today we are pulling the plug on GPP to avoid any distraction from the super exciting work we’re doing to bring amazing advances to PC gaming.”

The key part of this statement is “most partners agreed”. The suggestion here is that some didn’t, and those brands that didn’t obviously have a huge influence on Nvidia’s direction. A few weeks ago it was rumoured at HardOCP that Dell, HP and Lenovo had all declined Nvidia GPP due to concerns it was anti-competitive. Together, those three companies account for more than half of the PCs sold on the planet and clearly command a huge weight in the industry.

It brings to a close a turbulent period for Nvidia, who were fighting allegations that the GeForce Partner Program had attracted the attention of antitrust regulators at the FTC and EU Commission, with concerns that Nvidia was engaging in anti-competitive practices.

Glad to see the back of GPP? Or do you think Nvidia was genuinely trying to find a better solution for gamers? Let us know your thoughts below!

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23:45 May-11-2018

nVidia is all about wringing out the most profits. Repackage same models with GPP and sell at markups! They got wise bcuz FTC and EU smelled their scam

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08:27 May-10-2018

So basically nVidia thinks:


sees nVidia written on GPU
Customer: Hmmmm, this is probably AMD

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17:05 May-09-2018

Thanks to Nvidia for making my next GPU upgrade an easier decision.

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19:01 May-10-2018

I just hope Navi delivers.

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06:14 May-09-2018

Its rather insulting that Nvidia portrays its gamer customer base as ignorant with this statement; as if we're buying whatever lands on our lap without thinking. Cut the crap, just take back GPP and stop defending your snakey tactics.

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06:15 May-09-2018

On a side note: props to Dell, Lenovo, and HP for blocking this bull**** strategy. It was definitely the beginning of a slippery slope.

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00:11 May-09-2018

For the gamers? last time I checked PC gamers do the most research before buying a Video card or gaming computer, that's bull!!!!!! my next card will be AMD

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23:03 May-08-2018

The consumers win this round. But it's not over... ohh it's never over.

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22:55 May-08-2018

Was just laughing and slowly clapping my hands as I was reading this, Nvidia seriously needs to stop and do things a bit differently than they are at this point.

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22:20 May-08-2018

That is really great news, though I hate it how they are trying to play like victim. In same breath saying GPP was good and then cancel it due to misinformation without any explanation why it was good, because that makes perfect sense. Even with cancellation, if they had any good intentions, they could explain it.

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22:05 May-08-2018

They almost done Rockefellered the whole gaming industry

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22:06 May-08-2018

But not today sunshine, Internet is fast and Internet is global. All hail the mighty electron!

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20:39 May-08-2018

if you get caught with your hand in the cookie jar, please don't try to then play the victim, it's just bad form

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20:18 May-08-2018

Well i'm not surprised.

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18:30 May-08-2018

Aww nVidia, such a nice guy. /maximum sarcasm


nGreedia will stop at nothing to get all the money, so this GPP scam was no surprise when they did it!


Things like this are the Ultimate kick in the marbles and an insult to intelligence to every consumer on the planet! I hope Karma works fast and hard for this one...

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16:08 May-08-2018

The fact that Nvidia is still defending GPP is astonishing to me. If nothing else just keep f'n quiet. It's damn hard to believe that almost everyone misunderstood the thing, as Nvidia claims.

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15:17 May-08-2018

NVidia likes money and tried to pull some shady **** and it got caught the excuse of "for the gamer" was an excuse to make it seem consumer friendly when it wasn't and any gpu you buy from a reputable company is generally pretty good besides the odd series or card that may have issues whether its asus msi gigabyte evga etc theyre all great even lesser known and used companies such as zotac are good to

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13:38 May-08-2018

I personally find it very hard to forgive such a shady move.


I hope you learned your lesson.


(and that's putting it nicely)

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13:21 May-08-2018

I kinda hope antitrust regulators don't let this go, it doesn't really set a good example if companies can simply cancel a potential anti-competitive practice without repercussions for having it in the first place.

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13:44 May-08-2018

anti competitive practices are all bad and everything but they are not illegal in the conventional sense. It is the right of any business to strengthen its market share. The GPP may be deplorable ethically but it was not in any way an illegal or faulty business plan. It just so happened that Nvidia was in a dominant position in market. If literally the same endeavor is carried out by a small stake holder (AMD is not a small stakeholder) then the practice would not be hated so

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13:49 May-08-2018

Every business makes deplorable decisions and actions but just because its deplorable does not necessarily make it illegal and worthy of punishments. The GPP was a valid and legal contract. if you wanted in you had in, if you did not like it, you can always go team Red, or consoles, or Intel. Anti competition only "took notice" because a major player made a move. A major player will always make ripples regardless of ethics or legality and FTC and its ilk will always take note

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13:54 May-08-2018

But until and unless a market share moves because of the actions of a party that is using its dominant position in market as leverage, NO anti-competition laws are being broken. Had Nvidia gone through with it, no action would have been taken until the earliest quarterly reports that would show just how much, if any, the competition in the market had altered.

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15:55 May-08-2018

I'm not saying that regulators should outright fine them, but sweeping the whole fiasco under the rug would help no one but Nvidia. Regardless of what they find, simply looking into it should be enough to make them reconsider this tactic

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13:18 May-08-2018

They're just trying to save their skins after all this debacle.I love how it's everyone's fault for misunderstanding,but never theirs.Sources all say that effectively the program would push AMD out of the major brands(Aorus,ROG,MSI Gaming etc),partners having to re-brand their AMD cards(like Asus did with AREZ).But no one knows for sure,because ,despite their "transparency" claims,there wasn't a single bit of official info released to the public.To hell with scummy practices like this one.

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12:34 May-08-2018

It shouldn't stop here. People should often remind them of this disaster so they never think of anything similar again, because knowing those scumbags they're already plotting the next dreadful thing for the "betterment" of gaming.

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12:01 May-08-2018

"Help gamers know what they are buying"


Lets start by not releasing different hardware under the same name, like the GT 1030 and the GTX 1060?

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15:59 May-08-2018

That, and it's probably a good idea to make sure that a GPU sold to us as having XX amount of VRAM is actually able to USE that amount of VRAM...cause that's a ****ty move too.

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17:47 May-08-2018

Assuming your referring to the GTX 970, it actually can use all 4GB of onboard VRAM, just not as effectivly

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11:49 May-08-2018

attention of antitrust regulators at the FTC and EU Commission, with concerns that Nvidia was engaging in anti-competitive practices.


get rdy pay fine!!!

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