Graphics chip maker NVIDIA is the closest thing the PC games market has to a platform holder. It may have its dalliances with consoles - it makes the RSX, the chip which powers the PS3's graphics, for example - but the beating heart of the company is the GeForce series of PC graphics cards, which have been the most popular cards among PC gamers for several years.
Never a company to shy away from controversy, in recent years NVIDIA has been outspoken on everything from PC game piracy to what it sees as the damaging behaviour of PC sellers who use integrated graphics chipsets in their machines. Recently, the firm's favourite target has been Intel - whose chips, it claims, aren't as important as graphics cards in terms of system performance.
Eurogamer caught up with Roy Taylor - the firm's VP of Content Business Development, which basically means he's "head of videogames" - to find out what's in the future for NVIDIA, for the PC market in general, and why we should be holding off on that Quad-Core CPU purchase.