[mzarate06]

All true.

To add some history - AMD's semi-custom segment dates back prior to Su's CEO seat. It was initiated in 2012-2013 under CEO Rory Read [1], although Su was heavily involved in it back then too (as SVP, and eventually as COO, before taking over as CEO in 2014). It ended up primarily targeting game consoles, though it claimed residual wins in other markets too.

It turned out to be an excellent move at the time, as it proved to be a bit of a lifeline during AMD's rough years. And modern-day AMD continues executing on it well.

I also agree w/your general point - given AMD's history doing this kind of thing, it's tough to see what Intel could do in this segment that AMD couldn't do better.

[1] https://www.anandtech.com/Show/Index/7281?cPage=4&all=False&...

[tadfisher]

AMD was willing to accept margins that Intel wouldn't, and probably still won't. I doubt their custom business will target the same markets.

[basilgohar]

Thank you for the additional context, I didn't recall that it started even before Dr. Su's term.