Nvidia at CES 2014: Join us at 8 p.m. PT Sunday (live blog)

It's that time of year again, and Nvidia again kicks off the Consumer Electronics Show with the first major press conference of the week.

The Santa Clara, Calif., chipmaker will hold its event at 8 p.m. PT on Sunday at the Cosmopolitan hotel and casino in Las Vegas. CNET's Eric Franklin, James Martin, and I will bring you all the live news, photos, and commentary starting about 30 minutes before the event.

Join CNET's live blog of Nvidia's CES press conference.

Traditionally known for making graphics processing units found in computers and game consoles, Nvidia has been counting on its Tegra mobile chips to help offset weakness in its core PC market. So far, it hasn't been enough. Its presence in smartphones has been minimal, and it also has faced more competition in the tablet market from chipmakers such as Qualcomm. The Surface 2 is the only major product using Tegra 4, the chip Nvidia unveiled at CES 2013.

The company likely will talk up the new generation of Tegra, code-named Logan, at its press conference Sunday. In March, Nvidia said the Logan chip would incorporate its Kepler GPU, graphics technology that has dominated the discrete GPU market. It also would include CUDA, Nvidia's programming model for GPUs that allows users to do many tasks at once, the company said at the time. Overall, that should give Logan a nice graphics boost over its Tegra 4 predecessor.

Tegra may be struggling in smartphones, but it's having more success in other products such as automobiles. Nvidia has formed partnerships with many companies, including Tesla, Audi, and BMW. The company should talk about its efforts in that area during its press conference.

Also expect Nvidia to address its core user base -- gamers. No new devices, such as a Shield 2, are expected at the show, but Nvidia always could have a few tricks up its sleeve. The first version of the handheld gaming device was one of the few surprises at CES 2013.