It sounds exactly how netcafes operate where the public can lease a computer and play games for a few hours. I don't think it's weird they have to get special licenses just like netcafes do.
Just a correction: Netcafes don't have to get special licences. I'm not aware of any such licences existing anymore. They just buy however many standard retail copies or online accounts they want. Sometimes a publisher will see the marketing value and will provide some copies/licences at no charge.
Going back 15-20 years or so, Valve used to run a "Cybercafe Program" that was a large monthly expense for cybercafes, but shut it down after a while because it wasn't worth the cost of administration. Now cybercafes buy Steam accounts same as any end user. Asking any publisher for a cybercafe or "commercial exploitation" licence always invoked the response "Um - no idea?" from any department you asked, coupled with "We're afraid to suggest anything" from the legal department and "just use standard copies I suppose?" from the marketing department.
- They have majority of popular games already installed but you need to log in to your own steam account and only have access to the games you already own.
- They provide an in-house account and offer games available in that account to be played. This is usually for cafes offering playtime for console games.
- Partnerships with games studios/publishers, but really I only know about this in Korean PC Bangs for specific games where some content is locked. For example in League of Legends, you unlock playable characters over the course of playing the game so a low level account might not have the full roster unlocked. If you log in your account to affiliated PC Bangs, you have all characters unlocked while playing there.
I've seen tech videos from LTT and alike where they build remote gaming rigs using windows Hyper-V with GPU passthrough to the guest - that is essetially what they should do, and let me rent a virtual machine with hardware support and low latency video compression. I don't see a reason you would need any licensing deals there.