Entry-level GPU prices set to rise further, warns Zotac's parent company

Memory shortages impact the low-end segment

In its latest financial report, PC Partner attributed rising costs and reduced availability to a persistent shortage of DRAM. Demand for AI datacentre hardware continues to drive memory prices up, which inevitably increases manufacturing costs for graphics cards.

While entry-level GPUs were previously somewhat shielded from this trend due to their lower memory requirements, the situation is expected to change soon. PC Partner anticipates that shortages of budget models will intensify, driving the average selling price (ASP) even higher.

Financial impact on subsidiaries

The rising costs have already affected the revenue of its subsidiary brands: Zotac, Inno3D, and Manli. According to the report, their revenue dropped by 9.2% year-over-year. However, the average selling price increased by 10.7%, while unit sales fell by 18.4%. In other words: cards are more expensive, but fewer customers can afford them.

The shortage isn't limited to GPUs. Sales of other PC components and mini PCs decreased by 20.1%. Mini PCs were hit hardest, with lead times widening and key component availability contracting.

Budget cards moving into mid-range territory

Many manufacturers have already implemented multiple price hikes this year to adjust for memory costs. Now the situation could become critical: budget models may finally move into the mid-range price bracket, leaving buyers on tight budgets with no viable options.

Given that we are already deep into the second half of 2026, we might be witnessing the last affordable graphics cards of this generation. Any further price increases risk pushing entry-level GPUs completely out of reach for the average consumer.