One catch of The way its meant to be played marketing and development program is that Nvidia actually does end up spending money where publishers and developers benefit.

Most of the money never exchanges hands, but Nvidia offers thousands of programmer hours as the company codes advanced effects, tries to makes thing faster, get PhysX inside of game and does this mostly for free. Since labour is also something you need to pay, Nvidia ends up paying millions in salaries and other costs that come out of TWIMTBP program.

Senior Vice President, Content and Technology Tony Tamasi has confirmed this to Fudzilla and he also said that for some marketing purposes “money does exchange some hands”. This is mainly for in game and external advertising. Mr. Tamasi said that his software division of approximately 220 people cost Nvidia tens of millions and Jensen joked that these guys do not make any money, they just cost Nvidia money.

Let’s not forget Nvidia Russia labs where Nvidia tests dozens of game releases for performance improvement and compatibility that saves millions to PC gaming industry but if Nvidia didn’t do it, we would be stuck with console-looking games and a potential dramatic shrinkage of the PC gaming market.

If you are ATI/AMD this doesn’t suit you, as you don’t have the money or manpower to catch up with Nvidia and therefore they are very vocal opponents of the program, but Intel does have the money and it will probably challenge Nvidia with s similar scheme.