It turns out that the company plans to bundle Star Wars Battlefront with some of its high end cards. We expect that Fiji XT will be one of the cards to get this great bundle, and probably the Radeon R390X and R380X too.
Star Wars Battlefront comes on November 17th and it is most likely that AMD will simply give you a code and that you will get the game when it becomes available. This is something that we saw with the Half Life 2 bundle and Battlefield 4 bundle. As far as we can recall, both promotions worked quite well.
We would not be surprise to see an official announcement on the June 16th gaming event that AMD is putting together on the sidelines of the E3 trade show. Fiji XT performance look decent compared to the Titan X $999 and Geforce GTX 980 TI $649 card. AMD used to target $849 as a suggest retail price for the card but there is a high chance that AMD might do some last minute price adjustment before the card gets to channel.
Game bundles became an important part of the high end graphics sales and they seem to be working just fine, as long as the game is ready. We saw that Assassin's Ceed horrible performance issues managed to hurt Ubisoft's reputation quite a lot. People were not happy with the first version of Battlefield 4, as there were too many bugs to deal with, but it was fixed much faster than the Assassin's Creed.
Bundles are usually multimillion deals in which a GPU manufacturer pays game publishers in order to get an exclusive bundle. At the same time the GPU manufacturer usually ends up with better sales results and it presents its hardware to people who wanted to buy the game in the first place.
It the minds of people, the bundle decreases the actual price of the card. For example in case that the graphics card sells for $600 and the game sells for $60 this looks like a rather sweat deal and 10% off in the minds of a people.
May the force be with you, AMD, you need a strong product portfolio to win some market share back.