Zynga and rivals use secret V.I.P. programs to retain high-spending players

Zynga and other game companies run secretive V.I.P. programs that target high-spending or loyal players of mobile titles such as Custom Street Racing, FarmVille and Words With Friends, offering personal account managers and exclusive sweepstakes and events. V.I.P. perks at Zynga have included regular check-ins from account managers, entry into monthly cash sweepstakes, private concerts, day cruises and even personalized dog training sessions.

Account managers keep detailed files on player preferences and life events and are expected to contact at least 125 players a day. The Custom Street Racing series has generated more than $1 billion in revenue since 2012, and retaining big spenders is described as essential in a market where roughly 90 percent of revenue can come from less than 5 percent of players.

Similar programs have precedents in the casino industry and are becoming widespread in games. The article notes examples including Papergames’s tiered V.I.P. levels, Scopely’s invitation-only Tycoon Club and Riot Games flying influential players to meet developers; a King representative said the company does not use V.I.P.

programs. Zynga did not respond to requests for comment, and Take-Two Interactive, which bought Zynga in 2022, declined to comment. Critics and some players say the programs can feel like money traps and contribute to burnout.

Key Topics

Business, Zynga, Vip Programs, Farmville, Custom Street Racing, Scopely