According to reports, Intel has essentially terminated its consumer-grade independent game graphics card business. The Celestial gaming independent graphics based on the Xe3P architecture has been confirmed to be cancelled. The Ruixuan product line has officially stopped at the B580 and B570 based on the Battlemage architecture.
Intel’s four-generation graphics roadmap—Alchemist, Battlemage, Celestial, and Druid—temporarily came to an end in the second generation. Whether the next-generation Xe4 architecture Druid will launch consumer-grade game cards is also pending.
In 2022, Intel launched the Alchemist series; in December 2024, the B580/B570 became famous due to its cost-effectiveness; but the high-end model B770, which was expected to compete with the RTX 4070, was permanently shelved in February 2026 due to lack of financial feasibility.
This consumer graphics card, which has high hopes from players and the market, has temporarily stopped at B580. It is precisely the epitome of the global GPU industry's comprehensive shift from gaming and entertainment to AI computing power.
In recent years, the global AI computing power market has experienced explosive growth. The market demand and profit margins for data center GPUs, AI accelerator cards, and professional workstation graphics cards are much higher than the consumer-grade game graphics card market, which has fierce competition and thin profits.
The Ruixuan Pro B series professional graphics cards previously launched by Intel have established a firm foothold in vertical fields such as AI reasoning, professional rendering, and content creation, and have gained a stable market share. Intel’s independent graphics market share is about 1% in the global consumer market.
Industry analysts pointed out that for Intel, it is the most pragmatic business choice at the moment to abandon the consumer-level game independent graphics market, which has difficulty in making profits and has high ecological barriers, and concentrate its R&D and supply chain resources on the high-growth, high-return AI and enterprise-level GPU tracks.
