Zynga's Approach to Maximizing Revenue from High-Spending Players

The concept of 'whales' in the gaming industry refers to the highest-spending players, and companies like Zynga have developed strategies to maximize revenue from these individuals. Zynga's vice president of player success, Gemma Doyle, outlined the company's approach in a recent presentation, which involves providing personalized attention and perks to these high-spending players. The goal is to build relationships with these players and encourage them to continue spending money on the game. Doyle's presentation highlighted the importance of data analysis in identifying and targeting these high-spending players, as well as the use of account managers to build relationships with them. The approach has proven successful for Zynga, with the company reporting a significant increase in revenue from its VIP program. However, the strategy also raises concerns about the manipulation of players and the potential for addiction.