The media & entertainment vertical has come to rely heavily on 3D animation software for developing photorealistic renderings with a wide variety of applications. 3D animation has flourished in the media & entertainment vertical because it allows users to export their finished projects in multiple formats, including web, broadcast, and mobile devices—a process that was earlier tedious and render-intensive.

NVIDIA Corporation is a leading developer of graphics processing units (GPUs) that have applications across the gaming and professional markets. Through its system on a chip units (SoCs), it also has a marked presence in the automotive and mobile computing markets. 360Quadrants recognizes NVIDIA as a dynamic differentiator in the 3D animation in media and entertainment market. 360Quadrants has conferred this accreditation to NVIDIA for its innovational portfolio of 3D animation services as well as for its extensive network of channel partners.

NVIDIA is known for its experiments in real-time ray tracing. It has been researching this innovative feature for over a decade and has also completed acquisitions in this field in order to further develop its command over this technology. Recently, NVIDIA introduced NVIDIA RTX, it's latest effort to provide users with real-time ray tracing for game development and content creation. Real-time ray tracing brings an unprecedented level of realism to game engines, especially in terms of lighting.

NVIDIA has constantly strived toward bringing greater realism to 3D content through ray tracing technologies. Ray tracing makes use of complex optical calculations to make people and objects in 3D animations appear more lifelike and naturally lit. NVIDIA RTX is highly scalable and is being used in conjunction with NVIDIA’s Volta GPU architecture, a technology that has traditionally been used to pre-render life-like environments in movies and games. This GPU architecture has specific hardware features, like Tensor cores, which help accelerate ray tracing.

360Quadrants also lists competitors of NVIDIA in the 3D Animation in media and entertainment space.