Full-bodied promises in advance, private links to the shop for fans, prices directly at the start of sales above the RRP with partners: AMD wanted to do better with the Radeon RX 6800 (XT) (test) than Nvidia with the GeForce RTX 3000 and it failed. In the end, the manufacturer has to attribute the storm of indignation to himself.
Team Green and Red empty warehouse
The disaster with the availability of the Nvidia GeForce RTX 3080 (test) is now followed by the same problems at AMD. AMD’s head of marketing, Frank Azor, had bet against the assumption of a user that the Radeon RX 6800 would not do better in September. Azor should have known how this statement was evaluated and that it would become a boomerang, should the Big Navi graphics cards also sell out quickly. The fact that rumors arose over the past few days that the availability at the start was bad and the term “paper launch” was making the rounds prompted Azor to define its own definition of “paper launch” only hours before the start – presumably to avoid the only a little later the following start is designated as such.
Paper launch has always meant to me no supply. We are producing chips & cards in volume. The demand for gaming devices has grown exponentially this year & beyond anyone’s best forecasts. We want nothing more than to put more cards in the hands of gamers. Working to do so.
— Frank Azor (@AzorFrank) November 18, 2020
In fact, AMD was able to deliver graphics cards today; it was not a classic “paper launch” without goods in stores for weeks. But if there are only two shops in Germany and no retailer at all in other EU countries, the status quo is not far from it. So Azor’s reference to the definition only fueled the situation.
Only two shops, Alternate and Mindfactory, were allowed to sell AMD graphics cards in reference design in Germany from 3 p.m. There was no sign of the recommended retail price (RRP) from AMD, however, from the first second whopping surcharges were due, up to 850 euros for the RX 6800 XT were required – in the reference design, mind you. Nonetheless, the Radeon RX 6800 XT was sold out within seconds.
The reference designs were also available to buy directly from AMD, and a successful purchase was made on Twitter before 3 p.m. The background to this was the links shared by AMD with members of the AMD fan club “Team Red”, through which the Radeon RX 6800 and 6800 XT could be obtained early. Especially loyal fans were given a higher probability of a successful purchase, but the initial situation hadn’t changed: At 3 p.m. the masses stood in front of crippled servers or empty shelves, as with the GeForce RTX 3000.
It is. pic.twitter.com/WI0iMZjeOg
— xyberKnight(The Tech&Games Crusader)😎👍 (@xyberknight) November 18, 2020
Custom designs are expected to start next week
The second chance for cards will be available in a week, with custom designs to follow from November 25th. But there, too, no large inventory seems to be emerging, rather the opposite has been the case so far; many dealers don’t even know dates. Meanwhile, speculators are up to mischief on eBay and sell not only cards, but also just drawings of them. Welcome to 2020 buying graphics cards.