NVIDIA’s Open Price Program Ends: Impact on GeForce RTX 50-Series Graphics Card Pricing
The recent conclusion of NVIDIA’s Open Price Program (OPP) has triggered significant changes in the pricing landscape for custom GeForce RTX 50-series graphics cards. Early reports and community feedback indicate that buyers of ASUS and Zotac cards are among the first to feel the effects, with many expressing frustration over sudden price increases and unexpected order cancellations.
Price Hikes and Order Cancellations Hit Consumers
Following the end of OPP, several online PC hardware communities have reported notable price hikes for the latest RTX 50-series GPUs. A widely discussed thread on a popular PC gaming subreddit highlighted dramatic price adjustments on the official North American Zotac webstore. For example, the RTX 5090 was listed at up to $2,999, while the RTX 5080 saw its price rise from $999 to $1,249. Across the board, price increases of approximately 20-22% were observed within a matter of days.
Many customers who recently purchased custom GeForce RTX 50-series models from Zotac received order cancellation emails, often citing a “system error that affected the processing of your purchase.” Screenshots shared by affected buyers confirm that refunds are being issued, but the abrupt cancellations have left many disappointed.
Wider Market Effects and Retailer Responses
The impact of OPP’s conclusion extends beyond Zotac. On the buildapcsales subreddit, users noted that a Zotac GeForce 5070 Ti 16 GB, which was available for $749 during a Micro Center sale, quickly jumped to $949. One fortunate buyer managed to secure a PNY GeForce 5070 Ti at the original MSRP just before a $200 price increase took effect. Other major retailers, including Walmart and Newegg, have also reportedly canceled orders for “Blackwell” series gaming graphics cards, further fueling consumer frustration.
At the time of writing, the Zotac North American webstore is offline for maintenance, adding to the uncertainty for prospective buyers.
Industry Challenges and Future Outlook
The end of NVIDIA’s Open Price Program has significant implications for add-in-card (AIC) partners, who are already navigating a challenging environment marked by a global computer memory supply crisis and reduced GPU die shipments. With the removal of OPP’s subsidization, AIC partners are expected to pass increased costs onto consumers, leading to higher retail prices for the latest graphics cards.
As the market adjusts to these changes, both manufacturers and consumers will need to monitor pricing trends and availability closely. The evolving situation underscores the importance of transparency and communication between hardware vendors and the gaming community.
