NVIDIA, the graphics giant, are pulling the plug on its GeForce Partner Program (GPP). NVIDIA cancels the GPP only two months after launching it. Many viewed it as anti-consumer and monopolistic when NVIDIA launched the GeForce Partner Program; brands who sign up to the program were not allowed to sell other – AMD – brands’ products.

Furthermore, any brand joining the GPP must ensure its NVIDIA-equipped product lineup is completely and only aligned with NVIDIA GPUs. You can probably understand why there was so much concern about the NVIDIA GPP.

It seems as though NVIDIA have decided that it’s not worth defending their GeForce Partner Program. While they didn’t say much when the controversy first happened, John Teeple, NVIDIA Director of Partner Marketing, now addresses the issue. Teepls says, “A lot has been said recently about our GeForce Partner Program. The rumors, conjecture and mistruths go far beyond its intent. Rather than battling misinformation, we have decided to cancel the program.”

Teeple adds, “With GPP, we asked our partners to brand their products in a way that would be crystal clear. The choice of GPU greatly defines a gaming platform. So, the GPU brand should be clearly transparent – no substitute GPUs hidden behind a pile of techno-jargon. Most partners agreed. They own their brands and GPP didn’t change that. They decide how they want to convey their product promise to gamers. Still, today we are pulling the plug on GPP to avoid any distraction from the super exciting work we’re doing to bring amazing advances to PC gaming.”

The end of any anti-consumer tactics by big corporations is always good news. As for how NVIDIA and the industry responds, we’ll have to wait and see.

For John Teeple’s full statement regarding NVIDIA cancelling the GeForce Partner Program, you can click here.