When it comes to social casino games, success isn’t just about getting installs—it’s about getting the right installs. And in this world, there’s one group of users every marketer is chasing: whales.🐋

These are the players who don’t just spin the slots once in a while—they buy the big chip packs, keep coming back daily, and end up contributing a massive chunk of revenue. The top 2–5% of players can generate up to 80% of the total in-app revenue.

But here’s the catch: whales are hard to find, expensive to acquire, and every competitor is trying to reel them in, too.

So how can you find them first? Let’s break it down.

Understanding Whale Users in Social Casino

First things first: who are whales? 🐋

Whales are the high LTV spenders—the players who consistently spend significantly more than the average, often snapping up the biggest chip bundles and exclusive packs. They are highly motivated by VIP perks, responding enthusiastically to exclusive tournaments, luxury rewards, and tiered loyalty systems.

Unlike casual players, whales demonstrate long-term engagement: they log in daily, participate in in-game events, and stick around for the long haul. Of course, their behavior can vary regionally.

Whales in the U.S. and Western Europe tend to spend heavily right from the start, while in APAC and LATAM, growth often comes from a larger volume of mid-level spenders who gradually climb toward VIP tiers. Understanding what drives these players—their desire for status, exclusivity, and immersive gameplay—is the foundation of any effective acquisition strategy.

Understanding what motivates whales—status, exclusivity, and immersive gameplay-is the foundation of building any acquisition strategy.

Targeting Strategies for Whale Acquisition

Once you know what makes whales tick, the next step is figuring out how to find them. Spoiler: “spray and pray” campaigns won’t cut it.

• Data-driven segmentation

Build predictive models based on user behavior. Past purchase history, engagement frequency, and retention patterns can help forecast who’s likely to become a whale.

• Lookalike audiences 

Use your existing whale base to create high-quality lookalike segments. Platforms like Meta and TikTok thrive on this.

• Behavioral targeting 

Tap into broader interests like poker, slots, luxury lifestyle, or even adjacent entertainment apps.

• Geo-targeting

Focus ad spend in regions known for high ARPU, such as the U.S., Canada, Germany, and Japan.

• Cross-game insights

If your poker players are converting at a higher LTV than slots, tweak your campaigns to lean into those characteristics.The more precise your targeting, the better your chances of finding those elusive big spenders without wasting budget.

Bidding & Optimization Strategies

Getting whales isn’t just about who you target, but also how you bid for them.

• Smart bidding models

Optimize toward tROAS or tCPA instead of just cheap CPI. Cheap installs rarely equal whales.

• Bid adjustments

Willing to pay more for a user likely to become VIP? Adjust bids accordingly for higher-value segments.

• Channel-specific optimization

  • Meta: still strong for precise interest targeting and Advantage+ audiences.

  • TikTok: creative-first, with broad targeting that allows the algorithm to surface surprise whales.

  • DSPs (Moloco, AppLovin, ironSource): great for scale, but you’ll need solid fraud prevention. XMP’s anti-fraud feature ensures you can scale safely and worry-free.

• Budget allocation

Cast a wide net during early testing, but once you see channels and audiences delivering ROAS-positive whales, double down there. Remember: chasing whales means spending smarter, not just harder.

Creative & Ad Format Considerations

Even the best targeting and bidding won’t work if your creatives fall flat. Whales need to see the value and exclusivity in your game.

• Highlight exclusivity – Showcase VIP perks, exclusive tournaments, and premium chip packs.

• Winning moments – Big slot jackpots, dramatic poker wins, and leaderboard glory sell the dream.

• Emotional triggers – Status, luxury, competition. Whales want to feel like high-rollers.

• Dynamic Creative Optimization (DCO) – Tailor ad variants for different user profiles automatically.

• Stay compliant – Don’t cross into “real gambling” claims. Stick to entertainment + virtual currency messaging.

Great creatives don’t just drive installs—they attract the kind of players who are predisposed to spend big.

Measurement, Fraud Prevention & Iteration

Acquiring whales means long-term payoffs, which also means data discipline is everything.

• Attribution matters

Use MMPs (AppsFlyer, Adjust, Singular) to track which channels and campaigns are delivering whales, not just installs.

• Fraud prevention

Fake installs and bot traffic can wreck your budget. Guard against click spamming and fake registrations.

• Iterative testing

Keep A/B testing creatives, bidding models, and audience segments. The same whale strategy won’t work forever.

• KPI focus

Monitor not just CPI, but D7/D30 retention, LTV, and ROAS. That’s where whale value lives.

• Feedback loop

Feed UA learnings back into your monetization and product team to better serve whales once they’re in the game.

Conclusion

Whales are the lifeblood of the social casino ecosystem. They’re rare, valuable, and they’re what separates a profitable game from one that sinks under UA costs. To acquire them successfully, advertisers need to:

• Understand whale behavior

• Target with precision

• Bid smartly for value, not volume

• Create ads that sell exclusivity

• Double down on measurement and fraud prevention

The future of whale acquisition will be powered by AI-driven LTV prediction and fully automated optimization. But at the end of the day, it still comes down to knowing your whales, speaking their language, and making sure your UA dollars are chasing quality, not just quantity.

About XMP

XMP is a one-stop cross-channel intelligent media buying platform dedicated to improving the efficiency and effectiveness of advertisers. It integrates global top media, SDK Ad Networks, and mobile measurement partners, and enables advertisers to manage their advertising campaigns, creatives, and data across multiple channels all in one platform. Contact the XMP team today to start your journey to success!