In the wake of Nvidia's cancellation of the GeForce Partner Program, AMD is getting a new exclusive brand for its Polaris-based GPUs - meet the MSI MECH.

This follows the unveiling of the ASUS AREZ lineup and the debut of AsRock's Phantom Gaming series of Radeon-exclusive graphics cards.

Bpth MSI and ASUS were launching Nvidia GeForce graphics cards under their top-tier GPU brands -- Gaming and Republic of Gamers, respectively. However, the two companies shifted to AMD when Nvidia cancelled its program less than two weeks ago.

MSI's new MECH series is based on AMD's "Polaris" chipsets. The new cards are equipped with the new thermal design,to allow for higher core and memory speeds.

The shapes of the eye-catching MECH series cooler are intensified by a red glow piercing through the cover, while the MSI dragon RGB LED on the top can be set to any of 16.7 million colors. A custom PCB design is featuring Military Class 4 components, while a matte black metal backplate adds to style and structural strength.

MSI's TORX Fan 2.0 is the enhanced version of the patented MSI TORX Fan technology which generates more air pressure for better cooling performance while further reducing noise levels. Connected to the huge heatsink are 6mm thick copper heat pipes with a squared shape at the bottom for optimal heat transfer from the solid nickel-plated copper baseplate combined with Premium Thermal Compound X to keep the Polaris cool.

MSI's Airflow Control Technology leads more air directly onto the heat pipes of MECH series design. The special deflectors on the heat sink enlarge the surface area, which means lower temperatures and better gaming. Furthermore, MECH series utilizes SuperSU heatpipe design. The GPU is cooled by a massive nickel-plated copper base plate connected to 6mm heat pipes. Additionally, the heat pipe layout increases efficiency by reducing the length of unused heat pipe and a special SU-form design.

The MSI Gaming App allows gamers to switch between OC, Gaming and Silent performance modes, depending on their needs. The latest version of MSI Gaming App features One-click to VR, which instantly optimizes your PC for Virtual Reality. It also includes host of features like EyeRest to improve image quality and Dragon Eye which allows you to watch a YouTube video or stream while gaming. Last but not least, the Gaming App features a LED control tab, allowing gamers to choose from 5 lighting modes to set the right ambience for their gaming sessions.

The MSI Radeon RX 580/570 MECH 2 models are expected to be in stores worldwide around the end of July 2017.