Nvidia’s hardware keeps winning because of its software

Last week, Nvidia introduced its next-generation line of graphics processors, but the company’s silicon is only half the reason I’m excited about the future of gaming on PC.

Nvidia will launch its GeForce GTX 1080 for $600 later this month. Then in June, it will launch the GTX 1070 for $380. Both of these devices feature the company’s new 16nm architecture, which means more power, less heat, and better visuals. That’s going to lead to some seriously impressive benchmarks, which is the kind of thing that gets people excited to buy a graphics card. Nvidia knows that, but the company doesn’t put all its focus on its chips. It is also keenly aware of what makes you happy to own its GPUs throughout the length of the product’s life. And knowing the distinction between getting a consumer to buy something and making them happy that they own it is crucial.