Intel hires game developers ahead of the release of the Arc GPU.

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Former EA and AMD executives have been hired.

This week, Intel announced a series of high-level hires to assist with its initial foray into PC gaming gear. Technical and game development managers from firms such as Electronic Arts and AMD are among them. Intel will require this experience in order to maintain a positive connection with both game developers and users.

Twitter accounts associated with Intel made the announcements on Thursday. All of them will be working in “gaming and graphics,” which means Intel’s Arc Alchemist graphics cards. The GPUs are expected to launch late this year or sometime next year. The company is already showing it’s serious about getting into games, showing off its image reconstruction methods and even a mascot.

André Bremer, a 20-year gaming industry veteran, is Intel’s new gaming and graphics workload engineering vice president and general manager. According to his LinkedIn page, Bremer worked for Amazon as a manager for Amazon Web Services Game Tech and then as the head of engineering for Prime Gaming. Bremer has directed development and engineering software at firms such as Zynga, EA, and LucasArts.

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Intel hired Michael Heilemann as its new senior director of game developer tools and technology. Heilemann was a director of technology at EA and a manager of content at Sony Computer Entertainment America. Before that, he had a game development career stretching back to the 90s in companies like Vivendi, Dreamworks Interactive, and Malibu Interactive.

Intel also hired Steve Bell as a senior director of game developer relations. According to Tom’s Hardware, Bell worked for 13 years at Intel competitor AMD in the same position.

Lastly, Intel hired Ritche Corpus as a VP and GM of game ecosystem business development and developer relations. Corpus spent 15 years at AMD as the head of worldwide gaming and professional software. Before that, he worked at companies like PC Gaming Alliance and Logitech.

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Simply building good graphics cards isn’t the whole battle in the PC gaming graphics space. The two current competitors here, Nvidia and AMD, are also frequently compared based on the quality of their drivers. They work closely with game developers to ensure optimal performance on their hardware, often helping to sponsor big releases with specialty tech like Nvidia’s Deep Learning Super Sampling or AMD’s FidelityFX Super Resolution. Intel’s new hires will likely try to ensure a similar level of cooperation with developers along with the implementation of its XeSS technology.

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