AMD puts its chips on a cloud gaming future

Although much talk focuses on the inevitable overtaking of mobile as the primary space for gaming, Robison said that it's not an area AMD feels it could make the biggest splash.

"I've been in the games business for 24 years - some would accuse me of being old school - but if you look at the actual data for how much revenue is being generated on hardware, [mobile] hasn't done enough damage to eliminate what is a very large, multi-billion dollar hardware industry," he said.

"For us it makes sense, given what we have, to serve the markets where there's interest and there's money to be made, and where we can actually have an impact."

Most indicators point to a slipping PC market, while firms like long-standing PC maker Dell seek options to keep from collapse. Tablets are undoubtedly part of the equation, though Robison told us that those devices are cutting more into notebooks than the "overall PC."

Time will tell how the PC market weathers the mobile storm, but AMD seems emboldened by its position in consoles as well as its stance in tablets to stay out of mobile phones for now.

"We've looked at it and said, 'Here are the ones where we're really going to be able to have a positive impact.' As opposed to jumping down into smartphones, which yes there are millions of billions of those devices, but I'm not sure that the margins are there and that's a place we want to go and really make a lasting contribution.

"Whereas these other markets - the consoles, the cloud gaming, the tablets, the PCs - I think that's where we feel we can have the best impact and sort of leverage the things back and forth."

There's a developer argument to make for staying in the areas AMD has as well.

"If you look at how much money is spent on developing this content, it's crazy. But now we're giving them so many different platforms to amortize the cost of this, so that they can take a little bit more risk because that's been difficult for a lot publishers to do - step out on a limb - because those costs are so high.

"If you can deploy [a game] using the same architecture on cloud gaming, on consoles, on PCs, notebooks and tablets, it makes a lot more business sense, and we're hoping it allows publishers to be a bit more creative."

Michelle Fitzsimmons

Michelle was previously a news editor at TechRadar, leading consumer tech news and reviews. Michelle is now a Content Strategist at Facebook.  A versatile, highly effective content writer and skilled editor with a keen eye for detail, Michelle is a collaborative problem solver and covered everything from smartwatches and microprocessors to VR and self-driving cars.