ATI Technologies Inc.

ATI Technologies Inc.

March 02, 2005 06:00 ET

ATI Shares Technology, Tools and Expertise at Game Developers Conference 'GDC'


NEWS RELEASE TRANSMITTED BY CCNMatthews

FOR: ATI TECHNOLOGIES INC.

TSX SYMBOL: ATY
NASDAQ SYMBOL: ATYT

MARCH 2, 2005 - 06:00 ET

ATI Shares Technology, Tools and Expertise at Game
Developers Conference 'GDC'

MARKHAM, ONTARIO--(CCNMatthews - March 2, 2005) -

Kick Off To Exciting Year in Game Development Community

At this year's premiere game development show, the Game Developers
Conference (GDC), ATI Technologies Inc. (TSX:ATY)(NASDAQ:ATYT) will have
a range of activities supporting the development community. The ATI
booth, technical talks and a mobile developer event will be highlights
of this annual event, preparing developers for an exciting year ahead in
which the industry is anticipating handheld gaming will gain significant
traction, console transitions appear to be on the horizon and desktop
performance is now a reality in notebooks.

As the mobile gaming market emerges, ATI has positioned itself as a
leader within the industry, delivering leading edge graphics to today's
cell phones. To bring developers up to speed on the state of the
industry, both in hardware and content development, ATI and QUALCOMM are
holding "3D UNLEASHED Developers Day" on Sunday March, 6th.

At booth #710, ATI will showcase graphics accelerators from a variety of
product lines, including our IMAGEON™ series (mobile phones),
RADEON® (desktop), MOBILITY™ RADEON® (notebook), FireGL™ and
MOBILITY™ FireGL™ (Workstation). Also on the exhibit floor, ATI
hosts theater style technical presentations from industry partners, such
as Alias, AMD, Discreet, Garage Games, Lionhead, Luxology, Qualcomm,
RTZen, Softimage, Sun and SuperScape. Held every 30 minutes, these
presentations are a unique opportunity for attendees to learn more about
how to maximize the powerful capabilities of ATI graphics.

Throughout the week, engineers from ATI's 3D Application Research Group
will be presenting a series of technical talks on some of the latest
advancements in graphics technology. As advances in the graphics
industry come faster and faster, these talks will get developers up to
speed on the technologies researchers have been working on to facilitate
compelling game content.

- Advanced Visual Effects with Direct3D

An in-depth look at the Direct3D technologies in DirectX 9 and applied
to cutting-edge game graphics. After a review of the latest API
improvements and shader models, how they can be used for a variety of
special effects which illustrate their use in game content are discussed
and demonstrated. In addition to illustrating the details of rendering
advanced real-time visual effects, this tutorial covers a series of
vendor-neutral optimizations that developers need to keep in mind when
designing their engines and shaders.

- Next Generation Rendering With OpenGL

An in-depth look at the latest technologies in OpenGL, and how they can
be applied to next generation game graphics. The tutorial includes
detailed descriptions of the latest features of OpenGL 2.0 and the
latest extensions, followed by several case-studies of new rendering
effects that are enabled by these features. The tutorial also focuses on
optimizing shaders for maximum interactive performance.

- DirectX Graphics Performance - getting every bit you can.

A cold and objective look at the performance aspects of DirectX games
from the basic guidelines of what to do and why, though the all too
often subtle interactions of programming techniques, and ending with a
close look at a small handful of those special apps that either fail or
achieve in a spectacular way. Most importantly you'll leave with a
handful of recommendations that allow you to detect and cure the
commonest failings of 90% of the cases that games developers meet.

- Precomputed Radiance Transfer and Spherical Harmonic Lighting
Techniques for Games

Pre-computed Radiance Transfer (PRT) and Spherical Harmonic (SH) based
lighting solutions have entered the mainstream of real-time graphics.
This relatively new lighting technique offers many advantages to engine
programmers in both performance and advanced lighting realism.
Pre-sampled irradiance and irradiance gradients for non-distant,
mid-range lighting will be discussed along with methods for using PRT
with dynamic, deformable geometry. This presentation will also cover
lighting algorithms that mix PRT with more traditional lighting
techniques.

- Bringing Hollywood to Real-time

Artists face a variety of issues when designing art that pushes the
limits of next generation hardware, as the market demands that games
look more and more like films yet still render in real time. This talk
looks at techniques for taking Hollywood style effects intended for film
and recreating them on next generation graphics hardware. The talk will
address issues faced by ATI's 3D Application Research Group's art team
in the creation of the Ruby demos which were created in partnership with
RhinoFX, a film and video post-production house. Topics discussed will
include communication challenges between a film house and a real-time
house, the production pipeline which evolved, and specific solutions for
creating a cinematic look using graphics hardware.

- Effects Breakdown - How'd They Do That?

As graphics hardware becomes more powerful it has become increasingly
difficult for programmers and artists to figure out just what to do with
all of it. In this talk, the demo team from ATI describes a number of
practical effects from past and future demos that take advantage of
leading edge hardware.

ATI's graphics technology can also be found at our partners booths and
events, including Alias (Booth # 230), AMD (Booth #610), Discreet (Booth
# 113) and Softimage (Booth# 413). For more details on ATI's activities
at GDC, please visit www.ati.com.

About ATI Technologies

ATI Technologies Inc. is a world leader in the design and manufacture of
innovative 3D graphics and digital media silicon solutions. An industry
pioneer since 1985, ATI is the world's foremost graphics processing unit
(GPU) provider and is dedicated to deliver leading-edge performance
solutions for the full range of PC and Mac desktop and notebook
platforms, workstation, set-top and digital television, game console and
handheld markets. With 2004 revenues of US $2 billion, ATI has more than
2,200 employees in the Americas, Europe and Asia. ATI common shares
trade on NASDAQ (ATYT) and the Toronto Stock Exchange (ATY).

Copyright 2005 ATI Technologies Inc. All rights reserved. ATI and ATI
product and product feature names are trademarks and/or registered
trademarks of ATI Technologies Inc. All other company and product names
are trademarks and/or registered trademarks of their respective owners.
Features, pricing, availability and specifications are subject to change
without notice.

For media or industry analyst support, visit our Web site at
http://www.ati.com.

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Contact Information

  • FOR FURTHER INFORMATION PLEASE CONTACT:
    For media inquiries:
    ATI Technologies Inc.: Carrie Maynard
    Public Relations Manager, ISV, Workstation and Mac Products
    (905) 882-2600, Ext. 8181
    cmaynard@ati.com
    or
    Other ATI Contacts:
    Porter Novelli Canada
    Derek Baker, Senior Consultant
    (416) 422-7158
    derek.baker@porternovelli.com
    or
    For investor relations support, please contact:
    ATI Technologies Inc.
    Janet Craig, Director, Investor Relations
    (905) 882-2600, Ext. 2631
    jcraig@ati.com