After all, choosing a video game console is easy: there's nothing, component-wise, to pick. But what about a gaming PC? What video card do I want? What processor? How much memory? And on and on.

In their press release, Nigel Dessau, senior vice president and chief marketing officer, AMD, said:

“With the support of industry leaders in PC gaming, AMD GAME! ensures consumers don’t need an enthusiast-level knowledge of PC hardware for an optimal gaming system. We in the PC industry owe consumers the same predictability, simplicity and affordability in finding a PC for gaming that the console industry currently provides.”

Sure, that makes sense. For someone like me, choosing the right components for a gaming PC is not that hard - it's hard when one takes price into consideration, but I certainly know those components should look at if I want decent performance.

Think of it as similar to that old "Intel Inside" marketing program. The AMD GAME! sticker on a PC will tell you the PC you are looking at will be able to run most games just fine.

Tbe press release says that Jon Peddie Research stated that approximately two-thirds of all desktop and notebook PCs sold last year had only the most basic of capabilities, "lacking the technology needed to drive a great gaming experience. " While that may be true, it's probably also true that most of those buyers didn't want a gaming PC.

Dr. Jon Peddie, president of Jon Peddie Research in Tiburon, California, said "AMD GAME! is a new initiative focused on delivering a novel experience for consumers, addressing a problem that has long existed in the PC industry until now. Our research has shown that PC gaming is on the rise and this effort from AMD not only rallies industry support for PC gaming but also acknowledges that computer gaming needs balanced systems for the best consumer experience."

AMD has some powerful partners: Acer, Alienware, Logitech and Microsoft are listed in the press release.

The press release indicates that AMD GAME! "platforms" are available immediately on-line from system builders such as Alienware, Cyberpower, iBuypower, Maingear and Velocity Micro; retail availability is expected in the second half of 2008.

For those of you wondering how consumers will be able to differentiate between levels of game-worthiness, AMD has two different system levels: GAME! and GAME! Ultra, as shown below (desktop specs shown). That way you can spot which systems will run, say World of Warcraft, or will be able to run say, Crysis 2.

Of course, this is a pure marketing program and cynic that I am, here's the thing: I doubt any of the recommended systems will have say, Intel or NVIDIA parts in them ... and those are the ones I would recommend to someone looking for the best system. It's a nice initiative, and it will simplify things, but naturally it's not going to be impartial.