Things changed when NVIDIA launched the GTX 970 and GTX 980 in September of 2014. The GTX 970, disruptively priced, rose to become the most popular graphics card used by PC gamers on the Steam platform. AMD's market share began to slump, and the launch of its own high-end Fury graphics cards last year failed to do much to change the situation. By the fourth quarter of 2015, NVIDIA claimed around 80% of the market by units.