According to the head of GeForce Now, Phil Eisler, he told GamesBeat that this $10 price was their target all along. “It’s been a little over a year (for the founders price). And now we’re coming with the main plan, which we call GeForce Now Priority. Our $9.99 price was always our target price based on the cost of operating the service. We’re seeing people engaging in it more and playing a lot more. And we want to make that service grow and continue to expand capacity. And that’s the price point that enables us to do it.”
As it stands, GeForce Now plays home to nearly 10 million members, so it makes sense that they would need the extra capacity and hardware to support it, so an increase in price is to be expected. However, the good news is that for those who signed up before the price hike, you will be grandfathered in, meaning that as long as you maintain your subscription, you’ll only need to pay $5 a month.