The PC Gaming Alliance, announced at this week's Game Developers' Conference in San Francisco, said its initial aims would be to help unify development around the PC platform. The companies said the alliance also will collaborate on standards that make it easier for consumers to understand what titles will play on their various computer configurations; increase the number of PCs that can run games really well; and fight piracy.

Other members of the effort, which is open for others to join, include Acer Inc. /Gateway Inc., Activision Publishing Inc., Dell/Alienware, Epic Games and Razer USA Ltd.

The initiative is seen as a way to shake up the PC gaming world, which is not growing as fast as console gaming. Market research firm NPD said recently that of the $18.85 billion in revenue the video game industry generated in North America last year, only 14 percent, or $910.7 million, came from PC titles.

Another research firm DFC Intelligence calls PC gaming "one of the fastest-growing segments of the interactive entertainment market" and projects that the PC game business will grow more than 80 percent over the next five years, with major increases in the number of PC gamers, revenue from digital distribution, and PC hardware sales.

"PCGA members believe that we are stronger and more effective together than any member company is alone, and that our shared vision and group effort will improve PC gaming worldwide," said Randy Stude, director of the Gaming Program Office at Intel. "Industry forums have proven to foster competition and innovation among member companies and grow markets while improving user experiences." The Alliance will not only will set standards, but help promote guidance, recommendations and market information sharing among member companies.

It comes on the back of Microsoft's recent Games for Windows initiative, which reorganized the marketing of PC games for Windows and set standards for developers that wanted to receive the Games for Windows seal.