GeForce Now is the brand used by Nvidia for its Cloud Gaming service. Nvidia Grid, Nvidia's cloud gaming service for Nvidia Shield devices, launched in 2013. On September 30, 2015, Nvidia rebranded the service as GeForce Now and introduced a $7.99/month subscription model. The subscription service provided users with unlimited access to a library of games hosted on Nvidia servers for the life of the subscription, being delivered to subscribers through streaming video. Certain titles were also available via a "Buy & Play" model. This version was discontinued in 2019, and transitioned to a new version of the service that enabled Shield users to play their own games.