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Prodigy's initial business model relied more on advertising and online shopping for cash flow than on monthly subscriptions. Subscribers were charged a flat monthly fee that provided unlimited access. Initially, a monthly rate was set for unlimited usage time and 30 personal messages. In addition, subscribers could purchase additional messages.
The organization stated that "[while it] does cost nothing for schools to implement Prodigy, the in-school version encourages children to play at home" and that "And when children play at home, they are met with a steady stream of advertisements promoting a 'premium annual membership' that costs up to $107.40."
In 2013, Mahimker claimed that the game's playerbase was growing at a monthly rate of approximately 50 per cent. [3] By January 2021, Prodigy Math had about 100 million registered users and nine million active monthly users, its growth affected by the need for distance learning caused by the COVID-19 pandemic .
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