CUSTOM DESKTOP PCs , LAPTOPS , SERVERS & WORKSTATIONS DELIVERED IN IRELAND AND ACROSS EUROPE BY DHL EXPRESS TO ENSURE A FAST & RELIABLE SERVICE FOR ALL OF OUR CUSTOMERS NO MATTER WHAT EU COUNTRY THEY ARE IN
***BEST VALUE INTEL & AMD RYZEN CUSTOM GAMING PCs***
October 29, 2024
Jason
Unleash Your Gaming Potential with Custom Gaming Desktop PCs from GAMEFORCE.ie
Explore the world of custom gaming desktop PCs from GAMEFORCE.ie and discover how you can unleash your gaming potential with personalized setups tailored to your preferences and playstyle.
The Ultimate Gaming Laptop: A Transformative Experience
Tailored Gaming Experience
At the heart of the gaming laptop lies a world of customization, where users can mold their device to perfectly suit their unique preferences and playstyles. This level of personalization is what sets the gaming laptop apart, elevating the user experience to new heights.
Unleash Your Creativity
Gamers can choose from a vast array of hardware configurations, each tailored to their specific needs.
From the processor and graphics card to the display and storage options, every component can be fine-tuned to deliver optimal performance.
This flexibility allows users to create a gaming system that truly reflects their individual style and gaming aspirations.
Personalize Your Setup
Beyond the hardware, gaming laptops offer a wealth of customization options to further enhance the user experience.
Customizable RGB lighting, personalized keybindings, and versatile software suites enable gamers to craft a setup that is uniquely their own.
The ability to fine-tune every aspect of the device empowers users to create an immersive and responsive gaming environment that amplifies their skills and enjoyment.
Adapt to Your Lifestyle
Gaming laptops are designed to seamlessly integrate into the user's lifestyle, offering the perfect balance of performance and portability.
Whether tackling intense gaming sessions at home or on-the-go, the gaming laptop's versatility ensures that users can enjoy their favorite titles anywhere, anytime.
This adaptability is a game-changer, freeing gamers from the constraints of a static desktop setup and empowering them to explore new gaming horizons.
Top-notch Performance
The true power of the gaming laptop lies in its ability to deliver uncompromising performance, elevating the gaming experience to new heights. From lightning-fast response times to stunning visual fidelity, these devices are engineered to push the boundaries of what's possible.
Blazing-Fast Processing Power
Equipped with the latest, high-performance processors, gaming laptops offer seamless multitasking and lightning-fast response times.
Whether you're immersed in the latest AAA title or juggling multiple applications, these powerhouse machines ensure that your workflow and gaming sessions remain fluid and lag-free.
The sheer computational prowess of these devices allows users to tackle even the most demanding games and applications with ease.
Immersive Visual Fidelity
Cutting-edge graphics cards in gaming laptops bring games to life with stunning visual clarity and breathtaking detail.
Vibrant colors, smooth frame rates, and advanced rendering techniques transport users into the heart of the gaming experience, blurring the lines between virtual and reality.
From the intricate textures of the environment to the lifelike movements of the characters, the visual prowess of gaming laptops elevates the overall immersion and engagement.
Cutting-Edge Connectivity
Gaming laptops are equipped with the latest connectivity options, ensuring seamless integration with peripherals, high-speed internet, and cutting-edge technologies.
Blazing-fast Wi-Fi, lightning-fast Ethernet, and a wealth of USB ports allow users to effortlessly connect to the gaming ecosystem, unlocking a world of online multiplayer, streaming, and content creation possibilities.
This comprehensive connectivity enhances the overall user experience, empowering gamers to engage with their favorite titles and communities in real-time.
Value for Money Investment
While gaming laptops are often perceived as a significant investment, their long-term value proposition makes them a truly worthwhile purchase. These devices offer a unique blend of performance, versatility, and future-proofing that sets them apart from traditional gaming setups.
Versatile Powerhouse
Gaming laptops seamlessly transition from high-performance gaming rigs to productivity workstations, making them a valuable investment that serves multiple purposes.
Whether tackling demanding creative tasks, engaging in intensive gaming sessions, or simply browsing the web, these devices deliver consistent and reliable performance.
This versatility ensures that the gaming laptop remains a valuable asset in the user's arsenal, adapting to their evolving needs and use cases.
Future-Proof Design
Carefully engineered to withstand the test of time, gaming laptops are designed to maintain their performance and relevance for years to come.
With the ability to upgrade key components, such as storage and memory, users can easily extend the lifespan of their device, ensuring it keeps pace with the latest technological advancements.
This future-proof design means that the initial investment in a gaming laptop pays dividends in the long run, as users can enjoy a consistently high-quality experience without the need for frequent replacements.
Uncompromising Mobility
Renowned for their portability, gaming laptops offer unparalleled freedom and mobility, allowing users to enjoy their favorite games and applications wherever their pursuits take them.
Whether it's tackling a complex work project on the go or immersing oneself in the latest gaming title during a commute, the gaming laptop's mobility is a game-changer, unlocking a world of possibilities.
This ability to seamlessly transition between work, play, and everything in between adds tremendous value to the overall user experience, making the gaming laptop a truly indispensable investment.
The gaming laptop stands as a true embodiment of the future of computing, offering a transformative experience that combines uncompromising performance, unparalleled customization, and unrivaled mobility. By investing in a gaming laptop, users unlock a world of possibilities, empowering them to explore, create, and dominate in ways never before imagined. It's an investment that not only elevates the gaming experience but also seamlessly integrates into the user's ever-evolving digital lifestyle.
Elevating the Gaming Experience: Unlocking the Potential of Your Graphics Settings
Enhanced Visuals for Immersive Gameplay
As a passionate gamer, you understand the importance of visuals in creating an immersive and captivating gaming experience. From the vibrant colors and detailed textures to the smooth animations and realistic lighting, the graphics of a game can make or break the overall enjoyment. In this section, we'll explore how to optimize your graphics settings to elevate the visual splendor of your gaming sessions.
Achieving Visual Perfection: Unlocking the True Potential of Your Hardware
By fine-tuning your graphics settings, you can unlock the full potential of your hardware and enjoy the game's visuals in all their glory.
Experiment with different settings, such as resolution, texture quality, and anti-aliasing, to find the perfect balance between performance and visual fidelity.
Utilize real-time graphics analysis tools to identify areas for improvement and make informed decisions about your graphics configuration.
Stay up-to-date with the latest graphics drivers and software updates to ensure your system is running at its best.
Maximizing FPS for Competitive Edge
In the world of competitive gaming, every frame per second (FPS) counts. Whether you're a seasoned esports athlete or a passionate enthusiast, optimizing your system's performance can give you a decisive advantage over your opponents. In this section, we'll explore strategies to maximize your FPS and gain the upper hand in your favorite games.
Unleashing the Power of Your Hardware: Boosting FPS for Competitive Dominance
Understand the impact of various graphics settings on your system's performance and make strategic adjustments to maximize FPS.
Leverage advanced graphics features, such as dynamic resolution scaling and frame rate targeting, to maintain a consistent and responsive gameplay experience.
Identify and eliminate potential performance bottlenecks by monitoring your system's resources and making informed decisions about hardware upgrades or configuration changes.
Stay informed about the latest hardware and software developments that can provide a competitive edge in your gaming endeavors.
Optimizing Graphics Settings for Smooth Performance
In the ever-evolving world of gaming, striking the perfect balance between visual fidelity and system performance is a constant challenge. Whether you're running a high-end gaming rig or a more modest setup, optimizing your graphics settings is crucial for ensuring a smooth and enjoyable gaming experience. In this section, we'll dive into the nuances of graphics optimization and share practical tips to help you find the sweet spot for your system.
Achieving the Optimal Balance: Maximizing Performance and Visual Quality
Familiarize yourself with the various graphics settings and their impact on your system's performance, allowing you to make informed decisions about your configuration.
Utilize in-game benchmarking tools and real-time performance monitoring to identify areas for improvement and make targeted adjustments to your graphics settings.
Explore advanced techniques, such as resolution scaling and Dynamic Super Resolution, to maintain a high level of visual quality while optimizing system performance.
Stay up-to-date with the latest game patches, driver updates, and community-driven recommendations to ensure you're always getting the best possible performance from your gaming setup.
As a passionate gamer and a skilled writer, I firmly believe that the key to unlocking the true potential of your gaming experience lies in the careful optimization of your graphics settings. By following the strategies and techniques outlined in this article, you can elevate your visuals, maximize your competitive edge, and achieve the perfect balance between performance and visual quality. Embrace the power of graphics optimization and embark on a journey of gaming excellence.
Budget-Friendly Gaming Setups: Achieving Excellence on a Tight Budget
Budget-Friendly Options without Compromising Quality
When it comes to building a gaming setup, the cost is often a significant concern for many enthusiasts. However, with the right approach, it's possible to create an impressive and high-performing setup without breaking the bank. In this section, we'll explore some budget-friendly options that won't sacrifice quality.
Choosing the Right Hardware Components
Look for mid-range or slightly older-generation components that still offer excellent performance at a lower price point.
Research reviews and benchmarks to find the best balance between cost and performance.
Consider buying refurbished or used components from reputable sources to save even more.
Prioritize the most essential components, such as the CPU and GPU, and allocate your budget accordingly.
Maximizing Your Existing Setup
Upgrade individual components gradually instead of replacing the entire system at once.
Invest in accessories like a high-quality monitor, keyboard, and mouse to enhance the overall experience.
Explore options to optimize your existing setup, such as adding more RAM, upgrading the storage, or improving cooling.
Utilize free or low-cost software tools to enhance the performance and functionality of your system.
Exploring Alternative Purchasing Avenues
Check for sales, discounts, and bundle deals from reputable online retailers and manufacturers.
Consider purchasing open-box or refurbished items, which can offer significant savings.
Explore the used market for components, but be cautious and thoroughly research the seller and item condition.
Keep an eye out for seasonal sales and holiday promotions, as these can be excellent opportunities to find great deals.
By carefully selecting components, optimizing your existing setup, and taking advantage of alternative purchasing avenues, you can create a budget-friendly gaming setup that delivers exceptional performance without compromising quality.
Special Deals and Discounts for Gamers
The gaming community is often the target of various special deals and discounts, as manufacturers and retailers recognize the importance of providing value to this dedicated audience. In this section, we'll explore some of the ways you can take advantage of these opportunities to save money on your gaming setup.
Leveraging Subscription Services
Consider subscribing to services like Xbox Game Pass, PlayStation Plus, or NVIDIA GeForce NOW, which offer access to a vast library of games at a fraction of the cost of individual purchases.
These subscription services often include exclusive discounts and deals on gaming hardware, accessories, and digital content.
Explore the benefits of student or military discounts, which can provide additional savings on subscription services and other gaming-related purchases.
Keeping an Eye on Sales and Promotions
Monitor websites, social media, and online forums for announcements of upcoming sales and promotions from major retailers and manufacturers.
Sign up for email newsletters and alerts to stay informed about the latest deals and discounts.
Utilize price-tracking tools and browser extensions to receive notifications when the components you're interested in go on sale.
Be prepared to act quickly during major sales events, as the most popular items can sell out quickly.
Leveraging Loyalty Programs
Join loyalty programs offered by retailers, manufacturers, or gaming platforms to earn points, rewards, or exclusive discounts.
Take advantage of credit card rewards programs that offer bonus points or cashback for gaming-related purchases.
Explore the benefits of being a member of gaming-specific communities, as they may offer exclusive deals and discounts.
By taking advantage of subscription services, sales, and loyalty programs, you can unlock substantial savings on your gaming setup without compromising on quality or performance.
Flexible Payment Plans for Your Dream Gaming Setup
For many aspiring gamers, the upfront cost of a high-end gaming setup can be a significant hurdle. Fortunately, there are various flexible payment options available that can help you achieve your dream setup without straining your budget. In this section, we'll explore some of these options.
Buy Now, Pay Later Financing
Utilize buy now, pay later (BNPL) services offered by retailers and payment providers to split the cost of your gaming setup into manageable installments.
These services often provide interest-free payment plans, allowing you to pay over time without incurring additional fees.
Research the terms and conditions of BNPL options carefully, as some may have late payment penalties or other potential drawbacks.
Leasing and Rental Programs
Explore leasing or rental programs offered by gaming hardware manufacturers or specialized service providers.
These programs allow you to access high-end components and peripherals by paying a monthly fee, rather than making a large upfront investment.
Leasing can be particularly beneficial for those who want to regularly upgrade their setup or prefer to avoid the hassle of reselling used equipment.
Credit Card Financing
Utilize credit card offers with special financing or low-interest rates to spread the cost of your gaming setup over time.
This approach can be advantageous if you are disciplined with your repayments and can take advantage of introductory APR offers.
Be mindful of the long-term interest costs and ensure you have a plan to pay off the balance within the promotional period.
Crowdfunding and Community Support
Engage with your gaming community and explore the possibility of crowdfunding your dream setup.
Platforms like Kickstarter or IndieGoGo may allow you to raise funds from supporters who are interested in your project.
Alternatively, consider reaching out to your community for potential sponsorships or equipment donations to offset the cost of your setup.
By exploring flexible payment options, you can transform your gaming dreams into reality without overburdening your finances. With careful planning and responsible management, you can build the gaming setup of your dreams while maintaining financial stability.
Unleash Your Gaming Potential with Gameforce's Cutting-Edge Custom PCs
Unleash the power of the AMD Ryzen™ 5 7500F and NVIDIA GeForce™ RTX 3050 with this meticulously crafted custom gaming PC from Gameforce. Designed to deliver exceptional performance and unparalleled gaming experiences.
Unmatched Performance for the Modern Gamer
Boasting the latest AMD Ryzen™ 5 7500F processor with 6 cores and a boost clock speed of up to 5.0GHz, this powerhouse PC ensures seamless multitasking and lightning-fast response times.
The NVIDIA GeForce™ RTX 3050 graphics card, equipped with 6GB of GDDR6X memory, elevates your gaming experience to new heights, delivering stunning visuals, ray-traced graphics, and smooth frame rates.
With 16GB of blazing-fast DDR5 4800MHz memory, this PC can effortlessly handle the most demanding games and applications, ensuring a fluid and immersive experience.
The 1TB M.2 SSD with lightning-fast read/write speeds of up to 5300/2800 MB/s provides lightning-fast boot times and near-instant data access, revolutionizing your workflow and gaming sessions.
Optimized for the latest gaming titles and content creation tasks, this Gameforce custom PC is a true powerhouse, ready to take your gaming and productivity to new levels.
Elevate your gaming experience with the Ares® AMD Ryzen™ 5 7500F - NVIDIA GeForce™ RTX 3050 6GB custom gaming desktop PC from Gameforce. Designed for maximum performance, this PC is the ultimate companion for immersive gaming, seamless multitasking, and effortless content creation. Embrace the future of gaming with Gameforce's cutting-edge custom build.
GAMEFORCE AMD RYZEN ADVANCE
Discover the power and flexibility of Gameforce's Custom AMD Ryzen Advance gaming PCs, designed to deliver unparalleled performance and versatility for the modern gamer.
Customized to Perfection
Our Custom Gaming Range offers a wide array of customization options to cater to the unique requirements of gamers, ensuring optimized performance for the latest PC games.
With a simple and straightforward selection process, you can choose the processor, memory, storage, and graphics card that best suit your needs, without the need for extensive technical knowledge.
Gameforce's Custom AMD Ryzen Advance range is designed to provide the flexibility of a custom PC, allowing you to tailor the system to your specific preferences and budget.
Backed by Lifetime Technical Support and a 2-Year Collect & Return Warranty, you can rest assured that your Gameforce custom PC will deliver reliable performance and long-lasting value.
Made in Ireland with Pride
Gameforce's Custom Gaming, Workstation, Home & Office Desktop PCs, and Laptops are proudly manufactured in the Republic of Ireland, in our state-of-the-art facility.
Each custom computer is carefully assembled by experienced technicians and undergoes rigorous testing to ensure the highest possible performance based on your chosen configuration.
We meticulously select components from leading manufacturers such as ASUS, GIGABYTE, and MSI, to guarantee the quality and reliability of our custom-built systems.
With over 25 years of experience in custom computer building, Gameforce offers Lifetime Technical Support and industry-leading Collect & Return Warranty, ensuring your satisfaction and peace of mind.
Expanding Across Europe
Gameforce now extends its sales, delivery, and support services to 14 EU countries, including Germany, France, Italy, the Netherlands, Spain, Gibraltar, Portugal, and more.
Customers across Europe can now enjoy the same exceptional Lifetime Technical Support and Collect & Return Warranty as our Irish customers, ensuring a seamless and reliable purchasing experience.
Elevate your gaming experience with Gameforce's Custom AMD Ryzen Advance gaming PCs. Designed with precision and crafted in Ireland, these custom-built systems offer unparalleled performance, flexibility, and lifetime support, making them the ultimate choice for discerning gamers and professionals alike.
GAMEFORCE INTEL ADVANCE
Unlock the full potential of your gaming and productivity with Gameforce's Custom Intel Advance gaming PCs, engineered to deliver exceptional performance and uncompromising versatility.
Tailored for Your Needs
Gameforce's Custom Gaming Range offers a diverse array of customization options, catering to the varied requirements of modern gamers and professionals.
With our simple and intuitive selection process, you can choose the processor, memory, storage, and graphics card that best suit your needs, without the need for extensive technical expertise.
Gameforce's Custom Intel Advance range is designed to provide the flexibility of a custom PC, allowing you to craft a system that perfectly aligns with your budget and performance goals.
Backed by Lifetime Technical Support and a 2-Year Collect & Return Warranty, your Gameforce custom PC is built to deliver reliable performance and long-lasting value.
Crafted in Ireland with Precision
Gameforce's Custom Gaming, Workstation, Home & Office Desktop PCs, and Laptops are proudly manufactured in the Republic of Ireland, in our state-of-the-art facility.
Each custom computer is meticulously assembled by our experienced technicians and undergoes rigorous testing to ensure the highest possible performance based on your chosen configuration.
We carefully select components from leading manufacturers such as ASUS, GIGABYTE, and MSI, to guarantee the quality and reliability of our custom-built systems.
With over 25 years of experience in custom computer building, Gameforce offers Lifetime Technical Support and industry-leading Collect & Return Warranty, ensuring your complete satisfaction.
Expanding Across Europe
Gameforce now extends its sales, delivery, and support services to 14 EU countries, including Germany, France, Italy, the Netherlands, Spain, Gibraltar, Portugal, and more.
Customers across Europe can now enjoy the same exceptional Lifetime Technical Support and Collect & Return Warranty as our Irish customers, ensuring a seamless and reliable purchasing experience.
Elevate your gaming and productivity with Gameforce's Custom Intel Advance gaming PCs. Crafted with precision in Ireland, these custom-built systems offer unparalleled performance, uncompromising versatility, and lifetime support, making them the ultimate choice for discerning gamers, professionals, and tech enthusiasts alike.
Q&A
What sets custom gaming desktop PCs apart?
Custom gaming desktop PCs offer personalized configurations tailored to individual preferences, allowing users to create setups that reflect their unique style and gaming aspirations.
How do gaming laptops provide top-notch performance?
Gaming laptops deliver uncompromising performance with high-performance processors, cutting-edge graphics cards, and advanced connectivity options, ensuring seamless gaming experiences and immersive visuals.
What is the value proposition of investing in a gaming laptop?
Gaming laptops offer versatile performance, future-proof design, and uncompromising mobility, making them a valuable investment that adapts to users' evolving needs and enhances their gaming and productivity experiences.
What are the benefits of optimizing graphics settings?
Optimizing graphics settings allows gamers to unlock the full potential of their hardware, achieve enhanced visuals, maximize FPS for a competitive edge, and optimize performance for a smooth gaming experience.
How can gamers achieve excellence on a tight budget for their gaming setup?
Gamers can achieve excellence on a budget by choosing the right hardware components, maximizing their existing setup, exploring alternative purchasing avenues, and taking advantage of special deals, discounts, and flexible payment plans.
Invest in a custom gaming desktop PC from GAMEFORCE.ie to experience a transformative gaming experience, tailored to your unique needs and preferences. Unleash your creativity, personalize your setup, and adapt to your lifestyle with cutting-edge technology and customizable options.
Game Optimised Gaming PCs are not supplied with any PC GAME and the specifications are based on the PC Requirements published by the game publisher and therefore does not include a guarantee of real world performance. Images and trademarks are used for references purposes only. GAMEFORCE does not have any connection to game publishers and we are a pc builder based in Ireland. We cannot provide support on individual games or applications. Our Custom Built Gaming PCs are built and designed to offer gaming performance based on the combination of the processor , memory , graphics card and ssd combined which is why FPS can vary between similar systems. If you need assistance when configuring your custom gaming pc please contact us and our experienced staff many of who are pc gamers themselves will offer their advice and assistance. Our PCs come with Collect & Return Warranty and Lifetime Technical Support and are Manufactured in the Republic of Ireland by Experienced Technicians with Many Years of Experience. Our Goal is to Always Build the Best Gaming PCs
CUSTOM INTEL & AMD RYZEN GAMING PCs MADE IN THE REPUBLIC OF IRELAND
Excellent service and help from Jason from game force
I contacted game force.ie looking for GPU for a custom pc and Jason from gameforce was extremely helpful and gave very solid advice what would work and wouldn't and help me very much,even better the GPU I ordered would be delayed coming on time and got better spec at same price.so very impressed with service. Will deal with again for anything pc related and recommend
Really great to have and Irish business for us to use. There is 2 cons, speed and pricing. Pricing is a little bit over the top but accepting credit facilities means excess charges and naturally going to cause a price increase but some components are €800 above RRP. Processing, dispatch and delivery speeds leave a lot to be desired especially considering it was a domestic order.
All in all the team deserve the business but I think they are two areas that definitely could improve, however it won’t stop me from shopping here again. Thanks lads
We have been providing components at almost cost price as a service to our customers since January 2021 so it would be highly unlikely to have an item listed at €800 above the RRP considering the pricing is set by the vendor and not ourselves. Thank you for your order and I am sorry we did not live up to your expectations but please understand that component sales was only ever intended as a short term service and we had allowed it to go on for more than 3 years which was creating issues for our many loyal customers who rely on us for custom pcs , laptops ,servers and workstions. This was the reason we decided to stop allowing the sale of components and accories on our websites form the 30th of September 2024. We have done our upmost to provide a level of service to component and accessory customers however it wa not possible to provide the necessary level of service as 11% of our sales created 82% of our support ticket and this service was being supported by us financally since 2021. It is not possible to supply components in Ireland quick even if we could supply at low prices as the stock must be held on the continent based on the Irish market being tiny in comparison to the German or even Italian markets. We have always tried to find a balance but due to the effects of component and accessory sales on our core business and customers regards pcs , laptops and workstation we have stopped selling components and accessories. Thank you for your custom and I hope we can assist you in the future. There is a notice below not related to your review but it will give you an idea of why we have stopped the sale of accessories. If you need a recomendation on a component supplier who ships to Ireland please contact our sales team. I do however not think any large component suppliers in Germany for example could ship to Ireland as we did but companies like CONRAD.COM for example are very good and they specialist in component sales. Thank you for your order.
We ceased selling components and accessories on the 30th of September 2024 after notice of 120 days. This notice was on the product , home and checkout pages on our websites. Our decision related to the selling of components and accessories being a temporary service to help customers impacted by Brexit Custom Controls in January 2021. We did received 20 times the normal amount of orders in the final days of September which did create issue. As the service was ending on the last day of September any orders not processed or available were cancelled and refunded and an email sent to the customer or when possible a phone call was made..
though it took a while for my delivery to arrive once the order was updated it was delivered within 2 days and i received a free upgrade to an 8gb 3050 rather than the 4gb one i ordered.
Pros: My order arrived promptly and as ordered. No damage etc (and in an Electric van !)
Nice personal touch with the free pen and small packet of jellies in the box :-)
Cons: Not a great website. Slow and archaic.
Also - Can't find the business on the map. The Eircode indicates what looks like a phone repair shop. (Edit: I've since found them. The Eircode on the Facebook page is incorrect)
Our website was launched in 2020 and we are on a 2 year cycle when it comes to launching new websites. Our new website which will offer 3 times the power and capacity will launch in September 2022.
Eircode changed our Eircode to R93 K22K in February 2022 and this has been updated on our website.
We are also launching AUTOADDRESS for EIRCODE on our new website which is launching next month so a customer merely types in their Eircode and the address autocompletes.
Overall, I can't fault the service and products I bought. There was a bit of delay but as soon as I contacted the seller, they replied straight away and sent goods out.
Thank you for your review. I assume this was a component order. As you will know we have ceased allowing the same of components and accessories on our websites given this was only to be a short term service to assist customers in 2021. It was not possible to continue the service as doing so was delaying the shipment of custom pcs , laptops , servers and workstations which is our core business. If you ever need any help of assistance please email us. Thank you for your custom and your review and please accept apology for any delay.