Asus executive admits lack of influence over excessive GPU market prices, characterizing the prices as "unhinged."

Asus Celebrates 30 Years in the Graphics Card Market Amidst Rising Prices

At Gamescom 2025, Kent Chien, the Corporate Vice President and General Manager of Asus' Multimedia Business Unit, shared insights about the graphics card market and the factors influencing its price.

Chien highlighted the complex pricing structure, attributing it to both the technology inside the graphics cards and the extensive research and development that goes into them. He pointed out that the increasing demand for more realistic and aesthetically pleasing graphics is driving consumers to pay more for the latest improvements.

This year, Nvidia released the RTX 50 series cards, and Chien claimed that the prices have risen due to the market's readiness to invest heavily in the latest advancements in graphics.

However, Chien expressed concern over the current pricing structure, stating that by the time the product reaches the end user, the price can increase significantly. He noted that Asus, despite being a major player in the highly competitive graphics card market for three decades, has little control over the cost.

The technology inside graphics cards has become more powerful over the years to meet the demands of the market. This includes the release of Unreal Engine 5 and the need for high frame rates on 480Hz refresh rate screens. The memory size of graphics cards has also increased significantly, from 32MB to over 12GB and 16GB.

Asus is commemorating its 30th anniversary by releasing a ROG Matrix GeForce RTX 5090 ASUS Graphics Cards 30th Anniversary Edition.

Despite the increasing cost of graphics cards, customers are finding it challenging to keep up. Chien acknowledged the issue, but reiterated that many elements contribute to the pricing structure, and third-party manufacturers have limited say over the cost.

The demands of computing power have increased significantly since Asus first entered the market, causing the price of graphics cards to rise. The power needed for graphics has increased by a million times, but the price has only multiplied by 30.

Chien has been in charge of Asus' graphics card business since 2007, and during this time, the price of graphics cards has increased exponentially. In contrast, the resolution for graphics was around 800x600 in the past.

Unfortunately, the search results do not provide the name of the manager responsible for Asus' graphics card activities since 2007. Regardless, Asus continues to innovate and adapt to the ever-changing graphics card market.