NVIDIA launched their first cloud gaming service way back in 2013 in the form of NVIDIA Grid for the NVIDIA Shield which allowed users to play a library of games hosted on NVIDIA servers. This service was renamed to GeForce NOW in 2015 and an additional option of purchasing individual games was also introduced. When NVIDIA launched GeForce NOW for Windows, and Macintosh in 2017 they switched to a "bring your own games" model which required the user to own a compatible game on their Steam or other storefront account. When GeForce NOW officially exited beta in 2020 two pricing tiers were available free and the 4.99 USD/month Founders plan. The free plan was limited to 1080/60p with a max session time of one hour while Founders subscribers gained access to raytracing and six hour sessions along with priority access to servers. NVIDIA have recently announced changes to the pricing for GeForce NOW as the service enters into it's second year of general release. NVIDIA has discontinued the Founders membership for new subscribers and has replaced it with the Priority membership plan for 9.99 USD/month or 99.99 USD/year. Current Founders members will receive a Founders for Life membership which renews at 4.99 USD/month for the lifetime of the subscription. This latest price increases comes as NVIDIA continues to expand the service launching in new countries and nearing 10 million members.

The way profits are meant to be made ;-)