The next-gen lineup from NVIDIA will likely consists of GeForce GTX and GeForce RTX parts. The latter will be the high-end models, which will presumably feature RT cores to accelerate ray-tracing games. The more mainstream cards will probably lack RT and will carry on with the old GTX naming.
An announcement is expected at next week's Gamescom show in Cologne, Germany.
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— NVIDIA GeForce (@NVIDIAGeForce) August 14, 2018