There are no new GeForce RTX models; at the same time Nvidia will reduce production of already available cards to 30–40%.

What is happening with NVIDIA and why its priorities are shifting

The surge of interest in artificial intelligence systems has led not only to a shortage of memory but also to an increased demand for computational accelerators from NVIDIA. In such a situation, it is more profitable for the company to focus on this category of products.

*The Information*, relying on its own sources, reports for the first time in its history that this year NVIDIA may go without announcing new gaming graphics cards. This is because the company plans to use existing memory quotas to equip more profitable accelerators.

Having turned to AI, NVIDIA has stopped being the main supplier of games. Although management officially defends the old position, internal data show otherwise: production of GeForce RTX 50 gaming cards is decreasing due to a memory shortage, and prices for already available models are rising worldwide.

In response, NVIDIA representatives only confirmed the high demand for GeForce RTX cards and noted the limited supply of memory. The company continues to cooperate with chip manufacturers in an attempt to improve the situation.

Plans for 2024

According to unverified data, at the beginning of the year NVIDIA intended to release an updated “Kicker” family that would slightly surpass the GeForce RTX 50. Development is complete, but in December management announced a postponement of the launch indefinitely to redirect memory to the server segment.

The announcement of a more serious update – GeForce RTX 60 with Rubin architecture, scheduled for the end of next year – will also most likely be postponed. Rubin accelerators are already available to NVIDIA customers from the end of this year in the server segment.

Financial context

In the first nine months of last fiscal year, gaming sales accounted for only 8 % of the company’s total revenue; before ChatGPT appeared in the fall of 2022, that share was 35 %. At the same time, profit from computational accelerators is about 65 %, while from gaming graphics cards it is only 40 %.

Thus, NVIDIA clearly shifts its focus from the gaming industry to the more profitable AI‑computing segment.