In 2004 after the S3 Graphics company spun off their joint-venture with VIA, VIA attempted to re-launch the S3 Graphics brand with a new line of video cards under the name 'Chrome'. The Chrome range featured low power requirements and high-definition output making it attractive for small form factor scenarios and OEM systems. Unfortunately by the time Chrome released, the rapid progression of 3D gaming performance between rivals NVIDIA and ATI Technologies made S3's offerings uncompetitive in the lucrative high end consumer market.