As part of the launch of its dual-core server chips,

Advanced Micro Devices

(AMD) - Get Report

unveiled Thursday a new brand and accelerated the planned introduction of its dual-core chips for desktop computers.

AMD and

Intel

(INTC) - Get Report

have been waging a

marketing-driven battle for the past several weeks that culminated Monday with Intel launching dual-core chips for its Pentium EE line, which is targeted at gamers, and with AMD holding a party in New York on Thursday to launch its dual-core Opteron line, targeted at servers.

AMD said it is focusing on the right market with its dual-core chips and that expectations are high for uptake on the chip. AMD Vice President Ben Williams declined to talk about shipment goals, but he said a majority of AMD's Opteron chips will ship as dual- and multi-core processors by the end of this year.

During a conference call earlier this week, Intel said it expects to ship millions of dual-core chips this year. Intel was the world's largest chipmaker and AMD ranked 12th last year, according to iSuppli.

As part of the Opteron launch, AMD also shed some light on its plans for placing dual-core chips in desktop computers. The company said it will launch systems in June, ahead of a previous target for the second half of the year.

It will introduce these chips under the brand name of Athlon 64 X2, targeted at digital media users and consumers with high computing needs. The brand is positioned between its gaming line of chips, the Athlon 64 FX, and its mainstream desktop line, the Athlon 64.

Notably, AMD's product roadmap omits a dual-core rollout for its gaming chips. Williams, in a jab at Intel, said the need just isn't there currently and that its single-core Athlon chips will still outperform Intel's dual-core Pentium EE.

Williams also said that AMD will roll out dual-core chips for its Turion processor line sometime next year. Its Turion brand is targeted at thin-and-light laptops.