Nvidia may have ended its Open Price Program (OPP) for its AIB partners, a move that could directly affect the prices of custom graphics cards. If confirmed, this decision would mark a major change in how Nvidia supports pricing for entry-level GPU models.
The Open Price Program allowed board partners to sell basic versions of graphics cards at Nvidia’s suggested retail price. This helped keep at least one model close to the official MSRP, even when production costs were rising.
What the End of OPP Means for GPU Prices
According to reports shared by well-known overclocker Der8auer, Nvidia is no longer offering the incentives needed for brands like ASUS, MSI, or Gigabyte to keep low-cost versions at official prices. Without this support, manufacturers would have to pass production costs directly to buyers.
As a result, Nvidia graphics cards could see price increases across the board, especially for so-called “entry” models. The disappearance of true MSRP-priced cards would make it harder for users to find affordable options at launch.
This move appears to be part of a wider strategy by Nvidia to focus on products with higher profit margins. Reports suggest the company has reduced production of the GeForce RTX 5070 Ti to prioritize the RTX 5080. While both cards come with 16 GB of VRAM, the RTX 5080 offers higher performance and allows Nvidia to justify much higher prices.
At the high end, prices are already climbing fast, with the RTX 5090 reportedly exceeding 3,500 dollars. Meanwhile, mid-range and lower-end models may be limited to configurations with just 8 GB of VRAM, such as the upcoming RTX 5060 Ti.
If the OPP program is truly gone, PC gaming in 2026 could become more expensive and less accessible for many users. Budget-friendly graphics cards may become harder to find, pushing gamers to either pay more or keep older hardware for longer.
