80% of revenue for mobile games comes from 10% of users. These players are the most valuable players and are why business model innovation allowed for free-to-play to happen. Targetting these users through rewards is extremely hard but this data is extremely valuable to game developers, especially across their portfolio of games. Lootcakes allows for these users to opt-in to getting deals and offers for new games which creates a strong relationship between whales and the games they're playing.