Nvidia: Our software is about building a ‘platform’

The new GeForce GTX 1080 cards start reaching customers this weekend, but this powerful new video card is only a piece of Nvidia’s strategy to dominate gaming.

Nvidia sees itself as a platform company, according to GeForce head of marketing Matt Wuebbling. And he explained how that vision drives the company to focus on making useful, competent software that complements its chips. Nvidia, according to Wuebbling, isn’t a hardware vendor — instead, the company is developing an ecosystem that comprises software and services as well. For Nvidia, building the entirety of a platform is crucial to creating the best experience for its customers even if that means annoying PC gamers who prefer competing cards.