Asus recently marked a significant milestone by celebrating the 30th anniversary of its graphics card division. To honor this achievement, the tech giant organized a temporary graphics card museum at Gamescom 2025 in Cologne, showcasing its impressive legacy of innovation and products.
I had the opportunity to engage with Kent Chien, the Corporate Vice President & General Manager of the Asus Multimedia Business Unit. With over 30 years of experience in the GPU industry, Kent has been leading Asus’s graphics card division since 2007, making him a pivotal figure in this journey.
Over the past decade, the popularity of graphics cards has surged, driven by the explosive growth of PC gaming. However, increased demand has also led to a persistent shortage of GPUs, like the Nvidia RTX series. I asked Kent about the ongoing graphics card crisis and how Asus is navigating this challenge.
Why Is There a Graphics Card Shortage?
The availability of graphics cards has dramatically shifted. In the past, consumers could easily walk into a store and purchase a GPU; now, they often need to pre-order or compete to secure one.
Kent shared insights into the shortage, saying, “The capacity of semiconductor factories is limited. Recently, AI technologies have taken precedence, monopolizing production capacity. Manufacturers are under immense pressure to allocate more resources to AI development, which consequently reduces the availability of GPUs for gaming.”
He elaborated, “While Nvidia aims to maintain GPU output, they struggle to balance the demands of gaming and AI. Gaming has historically fueled innovation, but AI is now at the forefront.”
What is Causing the Surge in Demand?
A surge in demand this year can be linked to several factors. Kent pointed out that the COVID-19 pandemic prompted many people to invest in computers, leading to a backlog in demand as individuals look to upgrade their machines after five years.
“Consumers are now seeking better specifications for various applications, including those powered by AI. Gamers and non-gamers alike are purchasing hardware to prepare for future demands,” Kent explained. “Interestingly, while last year saw a majority of 4060 graphics cards sold, this year’s trend has shifted toward more powerful 5070 models, indicating a change in consumer preferences.”
What Actions is Asus Taking to Address the GPU Shortage?
In light of these challenges, I asked Kent what Asus is doing to improve the situation. “Nvidia has yet to accurately gauge demand, leading to insufficient supply,” he noted. “Our strategy involves advocating for increased GPU production for gaming. Despite pressure to prioritize AI, we aim to shift some focus back to gaming.”
On the logistics side, Kent mentioned, “We are preparing components like PCBs, capacitors, and cooling solutions in advance. This allows us to streamline assembly and shipping processes as soon as we receive GPUs from Nvidia.”
While scalping has also been a concern, Kent believes that high prices have deterred many from reselling graphics cards at inflated rates.
How Can Consumers Make Informed Choices?
If you’re wondering how to navigate the current market or which graphics card to purchase, here are some tips:
- Stay updated on reliable supply chain news.
- Consider upcoming releases to future-proof your investment.
- Explore alternatives and mid-range options if high-end cards are out of reach.
What should consumers look for when purchasing a graphics card? It’s essential to assess your gaming or computing needs and match them with the right specs. Whether it’s for casual gaming or demanding applications, understanding your requirements will guide your decision.
Why are graphics cards still so expensive? The ongoing pressure on supply chains and persistently high demand mean prices remain elevated. Manufacturers are working to catch up, but fluctuations are still likely.
What strategies can help potential buyers avoid scalpers? Remaining patient and vigilant for restocks on official store sites or authorized resellers can help. Joining gaming communities or forums can also provide tips on where to find GPUs at fair prices.
In conclusion, while the graphics card landscape has its challenges, staying informed and proactive can help you navigate your choices successfully. As technologies evolve and Asus continues to innovate, the future looks bright for both gamers and tech enthusiasts alike. For more insights and updates in the tech sphere, check out Moyens I/O.