ATI today announced a new business strategy that will see several different board makers manufacture, distribute, and brand video cards featuring ATI’s technology. Rival chip maker nVIDIA has successfully employed a similar strategy, managing to take away a significant amount of market share from ATI. ATI anticipates the move will increase the proliferation of its cards while the inner-brand competition will lower prices. ATI previously manufactured and distributed its own boards, a practice that former rival 3dfx used and which eventually led to the company’s demise.