The NVIDIA GeForce GTX 660 Review: GK106 Fills Out The Kepler Family
by Ryan Smith on September 13, 2012 9:00 AM ESTFinal Words
Bringing our review of the first GK106-based video card to a close, it’s difficult not to sound like a broken record at times. The launch of the GeForce GTX 660 and the accompanying GK106 GPU is very much a by-the-numbers launch. This is by no means a bad thing, but it does mean that it’s a launch with very few surprises.
As far as NVIDIA’s execution goes, GK106 and the GTX 660 is exactly what they’ve needed to start filling in the gap between $100 and $300. Truth be told we would have liked to see the GTX 660 come in at $200 so that NVIDIA had a clear $200 contender – an always-popular price point – but given the performance of the GTX 660 that’s being a bit wishful on our part. Furthermore NVIDIA would still need to leave enough room for the eventual launch of the next GK106 part, which will be whatever goes between GTX 650 and GTX 660. So much like the GTX 460 1GB two years before it, the GTX 660 launches at $229.
To that end NVIDIA has done their launch planning well, and for $229 it’s hard to argue that they haven’t hit the right balance of price and performance. GeForce GTX 660 offers around 88% of the performance of the GTX 660 Ti at 1920x1200, making it a strong performer in its own right and the logical follow-up to the GTX 660 Ti. However on that note I think this is going to be one of the more unusual launches due to how inconsistent the performance gap between NVIDIA’s cards is, as the GTX 660 offers anywhere between 80% to 100% of the performance of the GTX 660 Ti, owing to the much different shader-to-ROP ratio of the GTX 660. In the right scenario the GTX 660 is every bit as fast as the GTX 660 Ti, though these scenarios are admittedly few and far between.
The real question of course isn’t how the GTX 660 compares to the GTX 660 Ti, but rather how it compares to the Radeon HD 7870 in the face of AMD’s earlier price drops. Even with a more balanced shader-to-ROP ratio for GTX 660, the question of who wins remains to be heavily dependent on the game being tested. AMD controls their traditional strongholds of Crysis, DiRT, and Civilization V, while NVIDIA controls Battlefield 3, Starcraft II, and Portal 2. The end result is that the GTX 660 is on average 4% ahead of the 7870, but once again this is an anything-but-equal scenario; even swapping out a single game could easily shift the balance, reiterating the importance of individual games when relative performance is so inconsistent.
Meanwhile when it comes to physical metrics like power consumption, temperature, and noise, NVIDIA does have a clear edge thanks to another efficient rendition of the Kepler architecture with GK106. GK106 doesn’t enjoy nearly the same advantage over Pitcairn that GK104 did over Tahiti, but it’s still enough to get the same job done with less power consumed and less noise generated. It’s also just enough to make GTX 660 the preferable card over 7870 (at least as far as reference cards go) though by no means is 7870 suddenly a poor choice.
The real wildcard for today’s launch is going to be the prevalence of factory overclocked cards, which are going to be showing up at the same $229 price point as reference cards. Factory overclocked cards will sacrifice GTX 660’s edge in power consumption, but of course they’ll extend the GTX 660’s performance lead. For major launch articles we’re always going to base our advice on reference clocked cards since those are by definition the bare minimum level of performance you can expect, but you’ll want to come back later today for our companion article that takes a look at some of the $229 factory overclocked cards launching today.
Ultimately how well the GTX 660 is received is up to AMD more than it is NVIDIA. The 7870 is already priced close enough to the GTX 660 that the price difference is negligible, and meanwhile AMD and their partners could easily trim another $10 or $20 off of the card’s price to match or beat NVIDIA’s pricing (all the while still offering a bundled game), at which point the sweet spot would once again shift back to AMD. Otherwise AMD is still not in a bad position, even if the GTX 660 is technically the better card.
Wrapping things up, as we briefly discussed earlier NVIDIA’s biggest hurdle isn’t AMD so much as it is themselves. The GTX 660 is a clear multi-generational upgrade over particularly old cards like the 9800GT and GTX 260, but compared to the Fermi cards of the last two years the performance jump isn’t quite as grand. Contrasting the launch of the GTX 660 to the launch of the GTX 460 1GB two years ago, NVIDIA is actually doing far better in this respect thanks to the fact that the GTX 660 offers an impressive 75% jump in performance over the GTX 460 1GB. But at the same time we’re now approaching a more frugal market segment; enthusiasts gamers can justify spending $300+ every 2 years for a next-generation video card even if the gains are only 50%, but mainstream gamers need a bigger jump. GTX 660 is unquestionably a meaningful upgrade to an aging Fermi card – these days Fermi is going to have a hard time hitting playable framerates at 1920 with a high degree of quality – but given the fact that we’re still on the Direct3D 11 generation of video cards holding on to Fermi for one more generation wouldn’t be hard to justify for the cash-strapped mainstream gamer.
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chrnochime - Thursday, September 13, 2012 - link
You mean that they spun the results in NV's favor when the 670 came out, and then again in AMD's favor when comparing OC results from 7950 against 660TI OC and 670 OC?chizow - Thursday, September 13, 2012 - link
Is AMD going to issue rebates for the 7870? $150 price drop in 4 months is pretty sad beans for all the AMD early adopters.RussianSensation - Thursday, September 13, 2012 - link
No, because if you want the latest tech on latest 28nm, you understand you are paying a premium for it. If not, you sit out for 6-7 months and wait for more price drops. This is how it always worked. I am sure early AMD adopters don't care since their cards already paid for most of their cost with bitcoin mining on the side and they have enjoyed a cool and efficient card for 7 months. How are your 680s doing that you dropped $1k on?Care to remind everyone that GTX280 launched at $649 on June 16, 2008, dropped $150 1 month immediately when 4870 launched and then 9.5 months later AMD delivered a $269 HD4890 that offered similar performance.
I guess in that generation the early adopter lost $380 by going with the 280 in just 9.5 months but you failed to mention that's how it works in the GPU industry.
chizow - Thursday, September 13, 2012 - link
Except we already knew the 7870 wasn't worth the asking price when it was released, so the natural response would've been to wait by those who already knew price drops were imminent on grossly inflated 28nm parts.And I guess you already forgot, Nvidia did right by its early adopting customers by issuing $100-$150 rebates to those who bought a GTX 260 or 280 before the price drops, which is why I asked. Same reason I asked if AMD was going to do the same if and when Nvidia adjusted the pricing landscape with Kepler to force cuts across the board for AMD's ridiculous pricing structure. So again, where are AMD's rebates given every 28nm part they released is worth roughly 30-40% less than original MSRP? That's more than even your referenced drops on the GTX 260/280.
4890 was nothing special, Nvidia released an equivalent GTX 275 for similar price and those prices were due largely to price wars in the midst of a massive global recession.
As for my $1K GTX 680s, they don't exist because I wouldn't pay that much for such a small increase in generational performance on a midrange ASIC, I paid $660 for 2x GTX 670 on 680 PCBs instead which is probably still a bit more than I think they are worth, but I figure after the 2x Borderlands promos they are much closer to the $300 price point a 2nd tier GK104 SKU should have been sold at anyways. :D
rarson - Friday, September 14, 2012 - link
"Except we already knew the 7870 wasn't worth the asking price when it was released"So the people who "knew" this weren't buying it anyway, and hence do not need a rebate. You really should read what you write before posting your comment.
Here's how technology works, dude: new technology is expensive. As time goes on, it becomes cheaper as more people start adopting it. The 7870 really was worth the price when it came out (no shit, it really was). You can figure this out by seeing that people actually went and bought them. Supply was constrained and the process was very expensive (more so than previous process shrinks) so even just getting the wafers allocated was tougher than before. On top of that, AMD had to adjust their pricing to deal with the constrained supply. Price it too low, and whatever stock that you have sells out too quickly and you sit for months with no stock on the shelf, selling nothing (just ask Nvidia).
I know, I know, you can't grasp basic economics. I'm wasting my breath. Maybe once you move out of the basement you'll figure out how the real world works.
chizow - Friday, September 14, 2012 - link
Yeah it was a rhetorical question, I know AMD isn't issuing rebates, they don't have the money to return they'd just be borrowing more from Abu Dhabi to cut that check that might very well bounce.As for how technology works, you once again demonstrate how little you know about the industry. Prices drop, like the GTX 580/570 and 6970/6950 that held their prices for a good full 20 months before the launch of 28nm parts? And even after the launch of 28nm, they still held their prices because there was no incentive or need to drop in price based on relative price and performance?
You have no idea what you're talking about, stop typing. Parts lose their value and drop in price when a new part forces that change. Usually this happens when a new generation of product or a new process/fabrication node forces the change by introducing a dramatic increase in price:performance. In this case, the prices drops are being forced by products that are the *SAME* process and relative generation (from Nvidia).
What this *SHOULD* tell you is that the 28nm offerings from AMD were grossly overpriced and offered FAR less improvement for the asking price, but these simple concepts obviously escape you.
Galidou - Saturday, September 15, 2012 - link
660$ for 2 gtx 670 on 680 pcbs, you got engineer samples? I've been looking on ebay for USED 670 and the best price one ended was 355$ with shipping and that was without the borderlands 2 coupon. I've seen some reference cards going down to 344$ before taxes and after 20$ mail in rebate(around 380$ shipped) but they were FAR from 680 PCBs.I'd really like to see those 670's at 330$ with 680 PCB's, would really like.....
One comment about the rebate on the gtx 280, it's quite different from now. The 549$ radeon 7970 lost to a 499$ gtx 680 3 months after it's launch.
The 650$ gtx 280 was on average 10% better and sometimes 10% worse than the 300$ radeon 4870 one month after it's launch...
chizow - Saturday, September 15, 2012 - link
Hi Galidou, you're not here to defend AMD's launch prices again too are you?670 on 680 PCBs are quite commonplace, maybe you've heard of the EVGA FTW versions? Galaxy has a similar one with their GC parts, no engineering samples needed:
http://forums.anandtech.com/showthread.php?t=22660...
http://www.newegg.com/Product/Product.aspx?Item=N8...
Please feel free to check the reviews on Newegg link, you will see I'm a verified owner. ;)
As for the GTX 280, once again more revisionist history from the usual suspects. GTX 280 was closer to 15-20% faster especially at high resolutions with AA due to the 1GB VRAM compared to the 4870's 512MB. The gap widens even further if you look at later reviews.
http://www.computerbase.de/artikel/grafikkarten/20...
Only after the 1GB 4870 and 4890 releases months later did this change so the price difference even after the $150 price cut to $500 was still justifiable. I still have a GTX 280 as a backup card and it still runs modern games great, a 512MB 4870 would barely be able to handle the default frame buffer....
Secondly, GTX 280's asking price was reasonable compared to last-gen parts, unlike AMD's 28nm parts, as it offered 2x the performance of the 8800/9800GTX, more performance than the 9800GX2 or 3870X2, and almost tripled the performance of AMD's fastest single GPU, the 3870. What Nvidia did not account for was both AMD's return to competitiveness with the RV770 *AND* their massive undercut on pricing simultaneously.
Lastly, of course, is Nvidia actually did right by their customers by issuing those rebates, which is just good business to ensure they took care of their most enthusiastic customers. Certainly more than we can say for AMD though. AMD may have made some short-term profit, but at what cost? They certainly have more than a few fans who are going to be outraged by the massive cuts so soon after launch.
Galidou - Saturday, September 15, 2012 - link
I just removed the 4870 512mb I had and it still runs perfectly but my wife used it on a 1680*1050 monitor. The 280 took advantage at 2560*1600, but you can imagine it was mainly for benchmark purposes. Not a lot of people do use this resolution NOW so imagine 4 years ago... let's say >0,05% back in 2008(most of them being artists and not gamers), considering the cost of one of those monitors... yep you guessed it, about the price of 2 gtx 280 at launch, for ONE monitor.... The price of my whole computer with the 4870 back in 2008...''Secondly, GTX 280's asking price was reasonable compared to last-gen parts, unlike AMD's 28nm parts, as it offered 2x the performance of the 8800/9800GTX''
When AMD fanboys said the 7970 was priced rightly compared to last gen parts(which it was, there was no bargain for sure but it was 40% higher price for 70% more perf) Nvidia fanboys said: You gotta be freaking kidding me, are you blind, ffs remove your red glasses and wake up''.
''Hi Galidou, you're not here to defend AMD's launch prices again too are you?''
Not necessarily but it seems you are here to attack them again. A 550$ card loses in 65% of the games to a 500$ card 3 months after it's launch(radeon 7970 vs gtx 680)....a 650$ card is 10% faster than a 300$ card in 60% of the games one month after it's launch(gtx 280 vs 4870). My reflections above seemed logical to me, I guess life is a question of perception.
Galidou - Saturday, September 15, 2012 - link
I think there's one thing we should say about pricing mistakes and rebate. A gamer buying an i7 980x 1 week prior to the sandy bridge launch, and I know it happened... poor them...Nice link on the German website, you must of looked a lot of websites to find a 20% advantage on average for a gtx 280 because tom hardware, techpowerup and anandtech shows it average 10% faster but nice finding you got there. If only I could read German. And we both know the websites I named above are certainly more highly regarded than computerbase.de..........
And good job, because I'm really looking forward to change the gtx 660 ti I got for my wife for a gtx 670 but the best I could get to is either 355$ USED(an auction, not a buy it now) on ebay or 344$ before taxes and after mail in rebate(hate those I'm usually not even using them because they use your information to harass your life). But I guess it's possible to find them at 330$ after mail in rebate and before taxes but in the end it's closer to the 400$ mark than the 300$ mark.