One aspect of the disclosure relates to providing a customized user experience based on a spend frequency of a user in an online game. The users may be segmented based on a spend frequency associated with the user. A spend frequency may comprise an amount of purchases made by a user in a predetermined time period. The purchases made by the user in the online game may comprise purchases of virtual items made with virtual currency, purchases of real goods made with virtual currency, purchases of virtual items made with real currency, purchases of real goods made with real currency, a combination thereof, and/or other types of purchases.