How to increase ARPU at your ISP with games as VAS
What ARPU is, why value-added services help raise the value of a plan, and how to use casual games in offers and campaigns without promising what the games do not do.
ARPU, or average revenue per user, is how much each subscriber pays per month on average. The sum is simple: monthly revenue divided by the number of subscribers. Raising ARPU without losing customers is a challenge for any ISP, because speed alone no longer sets a plan apart.
This guide shows where value-added services (VAS, known in Brazil as SVA) fit into that sum and how casual games can help, with offer and campaign ideas that rely only on what the games actually have.
Why value-added services help ARPU
- They give a reason to choose a higher plan: the bigger plan comes with more services.
- They set apart plans with the same speed.
- They give subscribers something to use every day, beyond the connection.
- They open room for campaigns throughout the year, without touching the plan price.
But a value-added service only supports the price if people use it. An app nobody opens will not keep a customer at renewal time.
Three simple offers with games
Games in the entry plan, more games in the bigger plans
One or two games in every plan, so every subscriber gets to know them, and a wider selection in the higher plans. Subscribers try them out and find a reason to upgrade.
A family bundle
Card, word, board and sports games for different ages, in the app or on the TV. It is an argument that speaks to whoever decides the household bill.
A game with your ISP's brand
The licence allows white label: your ISP's name and colours appear in the game. Subscribers link their leisure time with your brand.
Campaigns throughout the year
Games give you something to talk about without cutting prices. A few ideas, using features the games already have:
- Daily challenge: several games have a daily challenge or puzzle. Promote the challenge of the week on your social channels.
- Family dates: children's day and school holidays in your country, plus the year-end season, with board and card games in the spotlight.
- Football: a table football game with national teams gives you something to talk about around big match days.
- Welcome: in the first month, show new subscribers where the games are in the app.
How to tell if it is working
- ARPU before and after the offer, on the same plans.
- How many subscribers moved to the plan with more games.
- Cancellations on plans with games compared with plans without them.
- Visits to the games area in your app, which your own app can measure.
Where to start
Start small: pick three to six games for different audiences, put them in your app or customer portal and run a launch campaign. Measure for three months, then decide whether to expand.
What is VAS (SVA)? A guide for ISPs
Frequently asked questions
What is ARPU?
It is monthly revenue divided by the number of subscribers. It shows how much, on average, each customer pays per month.
Do games reduce cancellations?
They can help when people use them, because they give subscribers one more reason to stay. There is no guarantee: measure cancellations before and after.
Do I need a technical team?
Someone needs to publish the game files to a server and put the link in your app or customer portal. Brand customisation can be done by your team or quoted separately.