Reports from industry watchers indicate that Nvidia may have ended its partner incentive program designed to help graphics cards sell closer to their Manufacturer’s Suggested Retail Price (MSRP), potentially eliminating the chance of finding GPUs at launch prices in the near future. According to German hardware YouTuber Roman “der8auer” Hartung, the so-called OPP or Open Price Program acted like a cashback or rebate system for add-in board (AIB) partners such as Asus and Gigabyte. This scheme allegedly allowed some units to reach shelves at Nvidia’s recommended price, even as most cards typically sold for more. With OPP reportedly canceled, Nvidia GPU launch prices may become irrelevant in practice, as partners lose the financial incentives to offer MSRP units.
Der8auer and industry sources say that ending the pricing support comes amid a global memory shortage and booming demand for AI-focused chips, which squeezes the supply and drives component costs higher. Without OPP, partners are expected to pass rising costs directly to consumers, making MSRP–level cards even rarer. Some observers project price increases of around 40–50% on models like the RTX 5080 compared with their original MSRP, with GPUs selling well above those numbers at launch.
The cancellation of OPP also aligns with broader trends in the GPU market, where even before this shift the proportion of actual MSRP cards available at retail was very small relative to the total stock. Recent pricing data has shown many Nvidia cards — especially high-end models — routinely selling far above their suggested prices, often 30–50% higher or more.
Nvidia has not publicly confirmed the end of the program or provided official details about its pricing strategy moving forward. Still, analysts and enthusiasts believe the combination of tighter supply, high memory costs, and the absence of MSRP incentives will likely sustain high graphics card prices for the foreseeable future, leaving PC gamers and mainstream consumers facing steeper costs for new hardware.
