Exclusive partner deals with key national media owners secured a unique branding platform within relevant sections of newspapers, TV and Internet at a very low cost to Alm.Brand. An agreement with No. 1 Danish TV station, TV2, led to massive increase in traffic to the game website. An agreement with Danish morning newspaper, "Berlingske Tidende", further secured massive PR using editorial space containing financial analysis, profiles on participants, as well as stories on participating celebrities.

Awareness doubled, from 23% to 45%. 25 million page impressions. 90,000 players signed up. Marketing cost was Index 15 compared to last game. More transactions in the game than on the Danish Stock Exchange in the same period.