More graphics card makers roll out significant price hikes

Things just keep getting more bleak for PC gamers.

Credit: Brad Chacos/IDG

A week ago, Asus warned that its graphics cards and motherboards were about to receive significant price hikes due to “increases in cost for components, operating costs, and logistical activities plus a continuation of import tariffs.” Now, other GPU makers are following Asus's lead—one overtly, and the other quietly.

Like Asus, EVGA isn’t hiding the fact that it’s increasing prices on its popular graphics cards.

“Due to ongoing events, EVGA has made price adjustments on the GeForce RTX 30 Series products. This change was necessary due to several factors and will be effective January 11, 2021,” a notice at the top of EVGA’s graphics card landing page reads. “For those who are currently in the EVGA.com Notify Queue system or Step-Up Queue, EVGA will honor the original MSRP pricing through April 16, 2021, if your purchase position is processed before this date.”

evga price increase warning EVGA

PC gamers struggling to find stock of the hotly desired cards no doubt winced reading that, but EVGA deserves kudos for being upfront about the change, and especially for honoring the original pricing for people standing in line in EVGA’s excellent, consumer-friendly Notify Queue system. Sifting through the site, the pricing on most models have seemingly increased by about $70.

On the flip side of the coin, Zotac appears to have quietly increased prices for its GPUs not once, but twice, the Verge discovered after digging through product listings in the Internet Archive’s Wayback Machine. Its price hikes were even more severe, adding $90 to $100 to the already steep cost of most Zotac graphics cards, and over $300 to the price of the flagship Zotac RTX 3090 Trinity. The Trinity originally sold for $1,580, an $80 premium over Nvidia’s GeForce RTX 3090 Founders Edition, but now costs a whopping $1,900 or more.

zotac 3090 Newegg

Yes, that's nearly a $2,000 sticker price now. Oof.

Ouch. The gloomy news continues for PC gamers hoping to upgrade their rigs during the stay-at-home era. If your aging gaming PC is struggling in today’s games, you might be better off buying an Xbox Series X (if you can find one) or streaming your PC games from the cloud with GeForce Now instead and waiting for the insanity to settle down, as painful as it is to say that.

The price hikes make you wonder if Nvidia’s just-announced $329 GeForce RTX 3060 will wind up launching anywhere near that cost when it hits store shelves in late February, or if board makers will need to add the significant markups being announced over the past week. Both EVGA and Zotac deal exclusively in GeForce GPUs. It also makes AMD’s Radeon near-no-show at CES feel less disappointing—for now.

Fingers crossed this madness sorts itself out sooner rather than later, or 2021 could be a bleak year for would-be PC gamers, during a time where at-home distractions are more needed than ever.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.
Brad Chacos

Brad Chacos

PC World (US online)
Show Comments

Essentials

Mobile

Exec

Sony WH-1000XM4 Wireless Noise Cancelling Headphones

Learn more >

Budget

Back To Business Guide

Click for more ›

Brand Post

Shining a light on creativity

MSI has long pushed the boundaries of invention with its ever-evolving range of laptops but it has now pulled off a world first with the new MSI Creative 17.

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Tom Pope

Dynabook Portégé X30L-G

Ultimately this laptop has achieved everything I would hope for in a laptop for work, while fitting that into a form factor and weight that is remarkable.

Tom Sellers

MSI P65

This smart laptop was enjoyable to use and great to work on – creating content was super simple.

Lolita Wang

MSI GT76

It really doesn’t get more “gaming laptop” than this.

Jack Jeffries

MSI GS75

As the Maserati or BMW of laptops, it would fit perfectly in the hands of a professional needing firepower under the hood, sophistication and class on the surface, and gaming prowess (sports mode if you will) in between.

Taylor Carr

MSI PS63

The MSI PS63 is an amazing laptop and I would definitely consider buying one in the future.

Christopher Low

Brother RJ-4230B

This small mobile printer is exactly what I need for invoicing and other jobs such as sending fellow tradesman details or step-by-step instructions that I can easily print off from my phone or the Web.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?