Asus unveil new series of Arez AMD RX graphics cards

Asus AREX AMD graphics cards

Brands. I love brands. Especially new ones, because they make things so much easier to understand among all the other brands. I am therefore incredibly excited about Asus’ new AREZ brand for their AMD Radeon RX graphics cards, because ROG, STRIX, TUF, Turbo, Dual, Expedition, Phoenix and Mining just weren’t brandy enough.

This one, you see, is named after the Greek god of war Ares (no, not that God of War), and features new and improved ‘superior cooling technology and a robust software ecosystem’. Because that’s what Greek gods of war are all about now, apparently.

In all seriousness, though, what’s special about Asus’ new Arez AMD graphics cards is their MaxContact GPU cooling tech. Thanks to its copper heat-spreader that sits in direct contact with the GPU, these cards should have significantly improved thermal transfer, allowing them to run cooler for longer and keep your games nice and smooth. Some Arez models will even have heatsink areas that are 40% larger than Asus’ previous dual-slot designed cards, allowing for even cooler and quieter operation.

Could this be enough to push the AMD Radeon RX 580 to the very top of our best graphics card list for 1440p gaming? Only time will tell, of course, but on paper it certainly looks promising, especially when each Arez AMD card will also have IP5X-rated dust-resistant fans for increased reliability when they inevitably get clogged up with gunk after being stuck in your case for six months.

The specific ‘wing-blade’ design of these fans also allegedly lets them run up to 3x quieter than other non-wing-blade fans. Combined with Asus’ so-called 0db tech, which stops the fan completely when the GPU temperature is below a certain level, you might even be able to game in complete silence if you’re lucky.

Speaking of cutting down noise, Asus has also confirmed that each Arez graphics card will feature components that come from the brilliantly named Super Alloy Power II brand/whatever you want to call it family of PC innards. These are said to improve efficiency, reduce component buzzing by 50% when under load and allow for thermal levels that are 50% cooler than other designs that focus on quality and reliability, according to Asus.

Meanwhile, the ‘robust software ecosystem’ part of the Arez brand comes in the form of Asus’ newly-redesigned GPU Tweak II program, and the latest support for AMD’s own Radeon Software Adrenalin Edition drivers, including Radeon Chill, Radeon Wattman and Radeon ReLive.

If all that sounds just too exciting to ignore, then you’ll be pleased to hear that all Arez-branded AMD cards, ranging from the flagship Radeon RX Vega 64 right down to the entry-level Radeon RX 550, will be available starting from May 2018 (next month). Hooray for more brands!

20 Comments

  1. Don Reba says:

    Superior cooling technology — so they picked the coolest god they could think of. And Z because it’s also a zombie. A zombie god of war! Cool as ICE!

    Radeon Chill, Radeon Wattman and Radeon ReLive.

    You can’t spell Radeon without RAD, daddio.

  2. Rikard Peterson says:

    Hooray for silent graphics cards!

    I haven’t had an AMD card since they were ATi – I’ve been pretty happy with nVidia – but this is really good news. I need to upgrade if I’m to play and new AAA games. (XCom 2 and Dragon Age 3 are at the edge of being playable on my system. Tried ME: Andromeda, but that was completely unplayable.)

    How are AMD with the drivers (and support programs / bloatware) these days?

    • Sakkura says:

      Their drivers have been very good in terms of stability for the past few years, if anything better than Nvidia.

      They still don’t have quite the same performance optimization when new cards or new games launch, but that also means the card you buy may end up getting faster over time.

      Some of their ancillary features are less polished though.

      • Don Reba says:

        Does AMD force a login and spyware, like NVIDIA does for the Geforce Experience?

      • DThor says:

        Nothing will *ever* convince me to buy AMD again – the hardware is decent and most importantly provides competition for Nvidia to push their prices down, but every single time over the years that someone has fed me that line (“the drivers have been really good lately”), I’ve rage quit the company within a year. There’s something about their software department that simply doesn’t get it.

        So anyway, that’s fine, fill the world with AMD customers – fill the crypto currency void, but I’m steadfastly waiting for the gold rush to be over and the signs suggest it’s a few months out.

    • brucethemoose says:

      Having just switched from AMD to Nvidia (no brand preference, just stumbled upon a used 980 TI for peanuts), I found that AMD’s drivers are now the less junky ones.

      With the loss of RadeonPro, I’d say Nvidia’s cards are more feature-rich, as we can still use Nvidia Profile Inspector as a 3rd party tool.

  3. PhoenixTank says:

    No mention of this rebrand being forced by Nvidia’s GPP? These were RoG cards before.

    • Mollusc Infestation says:

      I would argue that this is the real story. GeForce Partner Programme forbidding 3rd party manufacturing partners from using the same branding for Nvidia products and those of other suppliers. On the other hand, I’m yet to read any tangible argument as to how this will really have much of a negative impact on us consumer schmucks, aside from adding different meaningless words to our harware.

      • PhoenixTank says:

        Won’t be tangible until it is a bit too late, I fear, and I can’t see how it could be good for consumers. It is being promoted as “reducing confusion for gamers”: Meanwhile Nvidia continues to release multiple versions of the same model with the same or misleading names, and different core specifications (Not talking about factory overclocks). Reducing consumer confusion is pure BS.

        This is Nvidia further abusing their market lead – competition is already quite bleak as it stands and I say this as someone with a GTX 960 nearby and a 1080ti in my rig.

        • Mollusc Infestation says:

          I’m inclined to agree. If reducing confusion is their rationale, i think they’re selling us short (pun not entirely intended). 3rd party branding exclusivity certainly seems like the kind of concept that would get a marketing department all hot and bothered though, so doubtless they feel this is a powerful play, or some such.

          I really hope that these vague rumours of deeper collaboration between AMD and Intel on the graphics front pan out, and shake up the graphics market a bit. It sorely needs a bit of shaking up.

          • brucethemoose says:

            Those rumors pretty much died when Intel poached AMD’s graphics department lead and subsequently announced development of their own GPUs (yet again) under that person.

            I mean, we could easily see another package like KBL-G, but they aren’t going to share major graphics IP with each other.

  4. benzoate says:

    Still waiting for someone smart to get Outcast onboard (har har) with their brand marketing.

    link to youtu.be

    Alright now fellas (Yeah!)
    Now what’s cooler than being cool?
    (Arez Ice cold!) I can’t hear ya
    I say what’s cooler than being cool?
    (Arez Ice cold!)
    Alright, alright, alright…

  5. Someoldguy says:

    The main machine is in the living room and it’s pretty antisocial to be running anything that stresses the GPU when anyone else is trying to watch TV or read. I’ve been delaying an upgrade because of the bitcoin pricing issue. Noise reduction would certainly be a major selling point in my household and may tip my hand into upgrading sooner rather than delaying longer.

    • brucethemoose says:

      Until then, you should try undervolting the GPU and setting a custom fan curve with MSI AB. You can silence even the most power-hungry GPUs that way.

  6. Avus says:

    Asus created this brand because they “scare” of Nvidia…

  7. GurtTractor says:

    Umm yeah.. so they were effectively forced to create this new sub-brand due to Nvidia’s anti-competitive and anti-consumer Geforce Partner Program. This is very not good.

    Down with this sort of thing.

  8. racccoon says:

    Can’t my head around AMD or how they have achieved all this.

  9. Siimon says:

    “what’s special about Asus’ new Arez AMD graphics cards is their MaxContact GPU cooling tech.”
    This is a re-branding, not new cards, according to ASUS

    “up to 3x quieter than other non-wing-blade fans.”
    ASUS claims 3x quieter than reference, not non-wing-blade.

    “thanks to its copper heat-spreader”
    Is it? The image sure doesn’t look like copper. I think maybe just the heat-pipes are copper?

    “heat-spreader that sits in direct contact with the GPU,”
    So like every other GPU ever, then? The be specific, the claim about MaxContact is having a smoother surface means better contact.

    “Asus’ so-called 0db tech, which stops the fan completely when the GPU temperature is below a certain level”
    So like nearly every Maxwell and Pascal based card, then?

    “thermal levels that are 50% cooler than other designs”
    If they can cut thermals by 50% they’ve just beat the laws of physics.

    “right down to the entry-level Radeon RX 550”
    afaik, they’re doing them all the way down to R5 230

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