FUD Zilla published some details about how NVIDIA's The Way It's Meant To Be Played program works. The site explains the main benefit of this program is that game developers get free development hours, as NVIDIA employees spend significant amounts of time to code advanced effects, optimize performance, and get PhysX inside the game.
Most of the money never exchanges hands, but Nvidia offers thousands of programmer hours as the company codes advanced effects, tries to makes thing faster, get PhysX inside of game and does this mostly for free. Since labour is also something you need to pay, Nvidia ends up paying millions in salaries and other costs that come out of TWIMTBP program.
Senior Vice President, Content and Technology Tony Tamasi has confirmed this to Fudzilla and he also said that for some marketing purposes “money does exchange some hands”. This is mainly for in game and external advertising. Mr. Tamasi said that his software division of approximately 220 people cost Nvidia tens of millions and Jensen joked that these guys do not make any money, they just cost Nvidia money.