Icelandic game studio Plain Vanilla's applications found success when it released QuizUp. In the past 10 days, it has racked up 1.5 million users playing 70 million games. A partnership with Lionsgate to build a quiz app to promote the "Twilight" movies gave the company initial name recognition, resulting in further popularity when it was discovered Sequoia Capital employees were playing the game in beta. Sequoia later invested millions in the product.
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