Intel’s current B570 and B580 GPUs both offer a solid bargain in terms of price/performance in the mainstream GPU market. Unfortunately, sales have not taken off as users seem to be sticking with tried-and-tested Nvidia or AMD GPUs.
As a result, the anticipated Arc B770 gaming GPU appears headed for cancellation despite months of driver preparations and confirmed BMG-G31 silicon. According to a new report from Igor’s Lab, the company has decided the consumer flagship isn’t financially viable in current market conditions. Instead, Intel will use the same chip to focus on the professional segment with the Arc Pro B70, expected to launch this quarter alongside the company’s Arrow Lake refresh CPUs.
The Arc B580 and B570 (Performance) Success Story
The Arc B580 launched in December 2024 and got a largely positive reception, with Intel co-CEO at the time, Michelle Johnston Holthaus, describing the response as “nothing short of fantastic” during the company’s CES 2025 keynote.
Performance numbers backed up the enthusiasm, as reviewers found the B580 consistently outperforming NVIDIA’s RTX 4060 by 7-20% across multiple titles while undercutting it on price at $249. The follow-up Arc B570, which launched in January 2025 at $219, offered similar value with 10GB of VRAM.
However, strong reviews and positive word-of-mouth haven’t translated into meaningful market share gains for Intel. Despite objectively better products than the first-generation Alchemist cards, Intel continues struggling to convince gamers to take a chance on its platform.
Why the B770 Doesn’t Make Financial Sense
The BMG-G31 die that would power the Arc B770 definitely exists. Intel formally confirmed it in December 2025 software updates, and firmware for the GPU appeared in HP Panther Lake laptop drivers discovered at CES 2026. The chip reportedly features 32 Xe2 cores, 16GB of GDDR6 memory on a 256-bit bus, and a 300W TDP. Based on core count alone, that configuration should deliver roughly 60% more performance than the B580.
Yet silicon that works in the lab faces a different calculus in the retail channel. Bringing a new consumer GPU to market requires extensive validation, board partner coordination, marketing spend, and ongoing driver support. When you’re competing against NVIDIA’s decades of mindshare and AMD’s established presence, those costs multiply.
Intel’s market position compounds the problem. Even if the B770 performed competitively against cards like the RTX 5060 Ti or Radeon RX 9060 XT, would enough consumers actually buy it? The company’s limited track record in discrete graphics means it can’t command the same prices or volumes, which is a challenge considering the current state of the market.
The Professional Market Looks More Profitable
Intel isn’t abandoning the BMG-G31 chip entirely. According to well-known leaker SquashBionic on Twitter, the Arc Pro B70 will launch this quarter, possibly alongside Intel’s Arrow Lake refresh announcement. The professional variant will use the same underlying silicon but configured with 32 Xe2 cores and 32GB of GDDR6 memory.
Professional GPU markets operate differently from consumer gaming. Workstation customers prioritize stability, certification, and support over raw gaming performance. Memory capacity matters more than frame rates. Buying decisions happen at the enterprise level where Intel’s brand carries more weight than in the enthusiast gaming community.
The margins are better too. Professional GPUs come with premium pricing because they serve business-critical applications in CAD, media production, simulation, and increasingly, AI workloads.