Using BUILD 2011 as a showcase for Windows 8 appears to have sparked something of a PR war between the platform's supporters.
Following Qualcomm's claim that its processors would be behind the first generation of Windows 8 tablets, Nvidia has pointed out that its next-gen quad-core Tegra processor codenamed Project Kal-El is powering the demo units currently wowing the press in Anaheim, California.
What's more, the firm is also launching a Windows 8 developer program, designed to provide "support and resources for software designed to run on ARM and x86-based solutions".
Lending a hand, and an ARM
"With its elegant user interface and support for tablets and notebooks using ARM-based processors, Windows 8 will bring a seismic shift to the industry," said senior VP of Nvidia's PC business unit Jeff Fisher.
Nvidia's support for Windows 8, like the platform itself, will run across all forms of hardware sporting the OS.
The ARM-based Kal-El is being pitched at tablets and notebooks, while the firm's GeForce GPUs Quadro and Tesla - will be equipped in x86 systems.
"Our expertise in both ARM and x86 environments, and our intimate familiarity with the Windows code base, makes us uniquely qualified to support Windows 8 developers."
Those developers, both large and small, are already being pushed to sign up to its developer program.
At the moment, however, support for the venture comes from one rather big player.
"For over a decade, Epic and Nvidia have worked closely together to ensure that Unreal Engine takes advantage of state-of-the-art GPU technologies," added Epic Games founder Tim Sweeney.
"Nvidia's developer support is the gold standard for chip makers. We're excited by the announcement of their developer program and look forward to a continued partnership and to making the best games on the planet."
Studios interested in registering with the program can do so on Nvidia's developer website.
With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.
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