Final Thoughts

Bringing things to a close, in the last month NVIDIA has launched three different video cards, carving out the GeForce GTX 700 series. As the final and cheapest card in that launch window, GTX 760 is going to be the most affordable and highest volume card, and also the card that that will face the most competition from AMD. By launching a refresh card at a time when AMD is going to be sitting it out, NVIDIA essentially gets to dictate in what environment their products will launch and what their competition will be. NVIDIA doesn’t get to rewrite the laws of physics and is ultimately beholden to GPU clockspeeds, power consumption, and yields like anyone else, but they can still exercise a great deal of control through the clockspeeds and prices they set.

To that end this launch is a great deal like the GTX 770 launch last month, with NVIDIA improving performance, lowering prices, and putting AMD on the defensive all at the same time. Thanks to these performance improvements and price cuts, the GTX 760 ends up coming within 3% of the soon to be retired GTX 670 and easily surpasses the GTX 660 Ti, all the while coming in at a price well below both at $249. Like most mid-cycle upgrades this is more about bringing existing performance levels down to new prices, and to that end NVIDIA has delivered on those goals. Ultimately it’s not a new level of performance, but it’s a new price for what a few months ago would cost $350 or more.

With that said, like any good refresh the presence of the 700 series and the retirement of the 600 series looks to shake up the market, and once more AMD is going to be on the receiving end here. Rather unlike the GTX 770 versus the 7970 GHz Edition, the GTX 760 is not tied with any AMD product. At 1080p it is clearly ahead of both the stock and boost versions of the 7950, by 13% and 8% respectively. This is by no means a commanding lead and AMD still offers better performance in some cases, but on average the GTX 760 is faster, quieter, and $30-$50 cheaper than AMD’s closest competitor.

As a result the competitive landscape is clearly in NVIDIA’s favor for the time being. AMD has their Never Settle Reloaded bundle to boost the value of the 7950, and if this was a repeat of the GTX 660 Ti launch – where the two cards were tied – then that strategy would be solid. Ultimately with such a large game bundle only the individual buyer can truly assign a value to AMD’s bundle, but in this case we believe AMD can’t afford to be slower and more expensive at the same time. At current prices NVIDIA’s GTX 760 has AMD beat, in essence repeating the GTX 670 launch by once more undercutting the 7950.

Wrapping things up, having established the GTX 760’s current control of the $250 price point let’s talk about the wider market for the GTX 760. As a mid-cycle refresh the performance gains over the 600 series won’t knock anyone’s socks off, but then like most mid-cycle refreshes this isn’t a product targeted at existing 600 series owners. Rather this is targeted at buyers looking to upgrade their older 55nm/40nm generation video cards, or with the recent launch of Haswell, putting together a new system outright.

With a $249 price tag the GTX 760 is most straightforward successor to enthusiast cards like the GTX 560 Ti and GTX 460 1GB. In the case of the former, now one full cycle old, the performance gains are solid, with GTX 760 improving on the GTX 560 Ti by about 67%. This isn’t exceptional by any means (the GTX 570 to GTX 770 was 75%) but it’s about average for a 2 year (generational) improvement. Otherwise for a true doubling we’ll have to wait for one more year, as evidenced by the better than 100% performance gains over the 3 year old GTX 460 1GB.

Overclocking GTX 760
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  • Aditya211935 - Tuesday, June 25, 2013 - link

    I guess I m a bit early. Reply
  • A5 - Tuesday, June 25, 2013 - link

    Looks pretty solid for the price. Reply
  • Samus - Tuesday, June 25, 2013 - link

    I feel like an idiot buying a 660Ti two months ago for $300. At least I got the 3GB version that'll be "somewhat" future-proof for BF4 as the maps are expected to tax 2GB cards. Reply
  • gamoniac - Tuesday, June 25, 2013 - link

    Don't look back. You can only make your decision based on the information you had and your needs at the time. If you could look just 2 minutes ahead, you would be a billionaire now and wouldn't be participating in this conversation. Reply
  • just4U - Tuesday, June 25, 2013 - link

    this is essentially a cheaper 670.. coming it at or below the price of the 660TI. I don't see your purchase as being one of those you think $*!@! over. Hah. Your card is a bit slower but not noticeably so and the added ram may benefit you down the road. Reply
  • Hixbot - Wednesday, June 26, 2013 - link

    A cheaper, and slower 670. So not really a 670 at all. Reply
  • just4U - Tuesday, June 25, 2013 - link

    I'd agree.. although pricing here is 275-300.. Don't see any at 249. The 7950 is 300.. They will have to lower that down a tiny bit to be competitive I think, take a small hit in performance (but more ram possible benefit later?) and their games bundle the trade off for consumers should be about equal. Reply
  • Lovolt - Wednesday, June 26, 2013 - link

    Not sure where 'here' is, but newegg has 3 models at $250 and another 6 at $260 (on June 26). Reply
  • just4U - Thursday, June 27, 2013 - link

    Calgary Canada.. We have a newegg.ca but it's not as good as your newegg I think that's to do with taxation and not having a actual warehouse here. Reply
  • ericore - Tuesday, July 02, 2013 - link

    No, they have warehouses in Canada; if you've ever ordered a big order you'd realize this since not everything ships at once; comes from different warehouses in Vancouver, Mississauga and several others. They charge us more because they can, but only charge more on certain items so that we can't revolt. Generally the can prices are very close to the US ones, but the odd time they are significantly more. Processing and taxes are also cheaper in the US, but we do get the crappy end of the stick at times. There was a specialty motherboard, on newegg.com this was 100, and newegg.ca this was 150; can't remember the model. Reply

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