Mobile Game Companies Offer VIP Perks to 'High Roller' Gamers

Zynga and others copy casino-style comps to retain big spenders

Published on Feb. 8, 2026

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Mobile game companies are adopting casino-style "high roller" incentives to keep a small percentage of users who are responsible for as much as 90% of their revenue. At Zynga, big and steady spenders get personal account managers, custom perks like private concerts and cruises, and chances at cash sweepstakes.

Why it matters

This trend highlights the mobile gaming industry's reliance on a small number of "whales" - players who spend heavily on in-app purchases. By offering VIP-style perks, companies aim to retain these high-value customers and maximize revenue from their spending habits.

The details

Major mobile game publishers like Zynga have quietly rolled out casino-style VIP programs to incentivize and retain their biggest spenders. These "high roller" players can receive personalized account managers, exclusive experiences like private concerts and cruises, and opportunities to win cash prizes through sweepstakes. One daily FarmVille player reportedly won $15,000 last year, which she used to purchase a new car.

  • In 2026, mobile game companies have been adopting these VIP programs.

The players

Zynga

A major mobile game publisher that has implemented a VIP program for its biggest spenders.

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The takeaway

This trend highlights the mobile gaming industry's reliance on a small number of "whales" - players who spend heavily on in-app purchases. By offering VIP-style perks, companies aim to retain these high-value customers and maximize revenue from their spending habits.