Intel’s discrete “Xe” graphics cards will be priced at the mainstream $200 price point when they debut in 2020.

In an interview with Russian YouTube channel Pro Hi-Tech, Intel’s chief architect and graphics head Raja Koduri said:

“Our strategy revolves around price, not performance. First are GPUs for everyone at $200 price, then the same architecture but with the higher amount of HBM memory for data centers... Our strategy in 2 to 3 years is to release whole family of GPUs from integrated graphics and popular discrete graphics to data centers GPUs.”

Raja Koduri headed AMD’s Radeon division before Intel poached him in late 2017.

AMD’s $400-plus Radeon Vega GPUs came equipped with HBM2, but the new Radeon RX 5700 series shifted back to the cheaper GDDR6 memory.

AMD is offering the $200 Radeon RX 480 and $350 Radeon RX 5700. Nvidia, meanwhile, Nvidia has dominated enthusiast-class graphics cards for several years now, offering with powerful high-end graphics cards like the $600 GeForce GTX 1080 and $1,200 RTX 2080 Ti.

Intel is already the volume leader in PC graphics thanks to the integrated graphics built into most of its processors, and the 10th-generation Core processors pack improved visual capabilities.