The only way AMD has ever gotten traction with software optimization has been through the brute force of sales. Also the best quality work from developers that will realize its in their best interest and not just worth doing for a few extra bucks from AMD. AMD can talk to them from a much better position and get the best bang for their buck. If Ryzen sales continue to be steady and the R5s start moving. I doubt many of the big AAAs that have been in Intels pocket for years now would have responded with any real quality work. Asking them to spend their own money or throwing AMD money at them before products where shipping would have been putting the horse way before the cart. and when push comes to shove just throw the money directly at developers.
They could hire more full time developer support staff. Intel has always been able to outspend AMD when it comes to developers.
AMD has always been the little guy in comparison. I don't think you understand exactly how deep Intels pockets are.
