Zynga's Approach to Targeting High-Spending Players

The concept of 'whales' in the gaming industry, referring to the highest-spending players, has evolved over time, with companies now using more respectful terms like 'VIPs'. However, the strategies used to target these players remain highly calculated and often manipulative. Zynga's VIP Management program, led by Gemma Doyle, is a prime example of this approach. The program provides high-spending players with personalized account managers, exclusive promotions, and early access to new features. The goal is not only to build relationships with these players but also to maximize their spending. Doyle's team uses data science models to identify 'pockets of potential liquidity' within the VIP base and tailor their outreach efforts accordingly. The results have been positive, with the program showing a high profit margin. However, the approach raises concerns about the exploitation of players and the dehumanizing effects of treating them as mere revenue sources. The use of scripts, formulas, and experiments to cultivate relationships with players can be seen as manipulative and transactional. While the program may be successful from a business perspective, it highlights the need for a more nuanced understanding of the impact of such strategies on players and the gaming industry as a whole.