Creative Labs, if you were not aware, makes PCI sound cards for PC's. And not just sell kits either they also get themselves plugged into Dell or other OEM's also. So they have got a fair amount of brand identification. Just about anybody who's ever looked into building their own PC in last decade has heard of "Sound Blaster" in one form or another. Their current line-up is called "Audigy"; though, Sound Blaster name died with "Live!" series. I presume they understand that name was better known than company behind it. Creative does not just do sound though. With their buy of 3DLabs, they are into 3D workstation graphics also.

Firstly talk about their major business, and that's sound. Now, in the area of high-end consumer audio, there aren't a lot of choices at least, toward games. As far as music and movies are concerned, there are some more options in the form of VIA Envy series for those of us looking for something above the standard Realtek, CMedia or Analog Devices included audio. AC '97 audio has made rather a few strides, at least for "Joe Sixpack". It looks sometimes all they see is "7.1 audio" and assumes it's as good as any add-in card, then hook it through a cheapest 5.1 set of tin cans.

Those solutions though don't support any of the hardware effects that are finding ways to create games more immersive. On top of lack of quality they show in presenting audio itself. Most are still restricted to 16 bit resolution, as opposed to 24 bits both the Audigy and VIA lines support. When it comes to gaming, we're still back to square one. Creative Labs Audigy, or else you aren't going to gain all the effects found in that game.

The reason that how this sound technology is place in game. That would be in the form of Creative's EAX in most conditions. As many cards now present restricted support for EAX, Creative always sits on license for what is present leading form of standard.