Since last year AMD and Nvidia have both been fairly eager to develop and push their own software to be used with their graphics cards products. AMD released their Gaming Evolved app in September 2013 which is produced by Raptr while Nvidia released their in-house software called GeForce Experience in January 2013. Both AMD and Nvidia have been eager to lavish unique features onto their software that incentivise prospective graphics card buyers to choose them over the competition. This can also be seen as part of a broader trend among hardware vendors who are keen to offer just more than hardware. To the keen observer it has been a dramatic transformation over the past 2-3 years with SSD, motherboard, graphics card and even power supply vendors all offering value-added software to their products.