Dungeons & Dragons Online: Eberron Unlimited has attracted over one million new players since the Dungeons & Dragons MMORPG dropped mandatory subscription fees in September 2009, announces Turbine. They also state the game's paid subscriber rate has doubled over that time, while the DDO in-game store generates triple the industry average activity, which have combined to increase the franchise's revenue by more than 500% since September. "The launch of DDO Unlimited has been a huge success and has really taken the game to a new level," said Executive Producer Fernando Paiz. "As we celebrate our 4th birthday, the game has never been better and we’re just getting started with more adventure packs, more store items, and other innovative features coming in the major updates we have planned throughout 2010."