10% of Vodafone’s subscribers played the game, with each participant making an average of 13 interactions. This was an exceptional recruitment rate, considering that it was a premium-priced service. Vodafone’s average revenue per user increased by an outstanding 3.5% for the duration of the promotion. 3.5% refers to an Average Revenue Per User (ARPU) across the entire subscriber base, not just the promotion participants. In a period where ARPU is dropping across the board, a 3.5% rise is considered exceptional. The campaign managed both to increase revenues, and to be highly profitable for our client.