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Video memory is simply a part of a larger video card; it can be considered the card's personal RAM. A video card has several components, which can be broken down individually. Firstly, there is a graphic processing unit (GPU), which regulates the constantly changing on screen images. Its function is similar to a kind of internal clock because it ensures that the right pictures appear on screen at the correct time. Next, the firmware acts like a translator in that it helps the computer communicate with software programs. The video memory works to store data and manage the image display. Finally, the random access memory digital to analog converter (RAMDAC) assists the graphics card. Together, these pieces are responsible for providing hours of enjoyment to gamers worldwide. Serious gamers know there are numerous manufacturers offering different types of video cards, which varying amounts of memory. ATI dominates the market, but other companies such as NVIDIA, XGI, S3, SiS, Matrox, PowerVR, 3dfx, Trident, Intel offer niche products for specific tasks. The three most common types of video cards are PCI Express, AGP, and PCI. The majority of PCs sold today already contain integrated graphics cards, which satisfy casual gamers. These are not representative of what the industry has to offer because the aforementioned companies provide far superior products. Consumers interested in an inexpensive upgrade may find the PCI or PCI Express. For those in need of a truly powerful card capable of running advanced applications, an AGP model will suffice.