Late last year when 3Dfx Interactive announced that it was going to acquire graphics card maker STB, gamers had all sorts of things to say. 3Dfx had become the independent graphics supplier deep in the heart of Silicon Valley. The Voodoo2 was running well and the company had lots of love from gamers looking to squeeze cutting-edge speed and graphical features into one card. By acquiring STB, 3Dfx wouldn't be shipping its upcoming Voodoo3 to companies like Diamond Multimedia and Creative Labs - both of which supported the company in various forms with the Voodoo and Voodoo2 graphic processors. The STB purchase would make 3Dfx an OEM supplier, and all its chip supporters would now become its competitors. Now the new composite company, called 3dfx Interactive, is getting ready to launch its first official product as a chip and board maker. Showing off what changes will come as the two companies merge, 3Dfx came to the GameSpot offices to talk about how it is going to attack new and old markets and what gamers can expect from the company.

　　From the first look, 3dfx's first and foremost change will come in the form of a more consumer-friendly logo showing off the company's maturity. 3dfx's original logo was developed during the early days of the company and the STB acquisition opened the window on the perfect opportunity to give gamers something new to look at. The logo will also replace the splash logo gamers see when booting a Glide-enabled game.

　　Now that it moves beyond the scope of gamers and opens it parameters to more mainstream consumers, boxes for the new Voodoo3 lack the screenshot cluttered look at the front of most other game oriented graphics card boxes. Instead, art on 3Dfx's four product boxes takes on an edgy MTV look with brightly colored faces denoting distinct products. Beyond the cardboard, the company is putting a great deal of thought into its re-branding, as much as US$20 million. You'll see ads for the products on TV and cable channels, including FOX, TNT, Comedy Central, ESPN, MTV. Ads will also appear during CBS' NCAA Finals; in magazines, including PC Magazine, Maxim, Sports Illustrated, and Spin; and on online gaming and sports sites. 3dfx wants to be known, and with top spots like these, its name could become a household word among PC owners.

　　To reflect its new identity, 3dfx 's web site will take on a much wider audience with the same gaming information and driver listings gamers already know but with how-to installation guides, friendly consumer information for new users, and newsletters with hints, tips, and other information.

　　When the company releases its first wave of products to consumers, it will be offering three new boards alongside its Voodoo2 PCI solution. In case you haven't read about the board specifications:

　　The Voodoo3 2000 runs at 143 MHz with a maximum output of 286 Megatexels for US$129.99. In the middle lies the game enthusiast board, the Voodoo3 3000 clocked at 166 MHz with a maximum output of 333 Megatexels and TV-out capabilities for $179.99. At the top of the offerings, the Voodoo3 3500 uses a core speed of 183 MHz with an output of 366 Megatexels and comes complete with TV-out and flat-panel output for $249.99.

　　When the Voodoo3 arrives, more than 5,000 US retailers will have boards in hand, and 3dfx will keep its special sections in popular gaming spots, like Babbage's, Electronics Boutique, and Software Etc. But 3dfx's bigger goal is to move beyond gamers and into the mainstream market. Already, the company is garnering support for Glide in the edutainment software segment. The company wants to focus first on the retail market, then on the OEM market. It looks at its future as containing more mobility, set-top devices, and handhelds. But the company says that a set-top device doesn't include building consoles like the one it almost built with Sega.

　　So, over the course of the next few weeks, gamers will learn how 3dfx changes will help focus the company on its wider market without losing touch with gamers - the people who made it what it is today.