In video games like Diablo Immortal, upgrades are not “things” in the traditional sense. They are functional pixels on a screen:

• Extra inventory slots so your character can carry more items
• Additional buildings or structures in strategy games to speed up resource production
• Cosmetic skins that change a character’s appearance without affecting gameplay
• Power boosts—+2% attack here, +2% defense there

All of these are invisible outside the game world, yet they can cost anywhere from a few dollars to hundreds of thousands if taken to the maximum.

In other words, players aren’t buying tangible goods. They are paying very real money for virtual status and digital power inside a closed virtual ecosystem.

Some players—known as whales—invest thousands to advance in their favorite games. At the extreme end, giga whales can spend sums that rival luxury purchases in the real world.

The Real Cost of Being A Whale In Diablo Immortal by Louni

The Price of Power in Diablo Immortal

Example of upgrades:

• Pet / Familiar Upgrades = $1,000 – $5,000
• Red Gems (6 × $1,000 each) = $6,000
• Yellow Gems (7 × $1,500 each) = $10,500
• Normal Gems (Rank 8–10) = $17,000 – $19,000
• Sapphire Gems (7 × $3,500 each) = $24,500
• Cosmetic Wings = $24,000 – $50,000
• Full gem upgrades = $281,000 – $391,000
• Full gem upgrades (after future game updates) = $391,000+

Whale Spending Tiers

• Small Whale = $1,000 – $5,000
• Medium Whale = $5,000 – $20,000
• Big Whale = $20,000 – $100,000
• Giga-Whale = $100,000 – $500,000+

Real-World Luxury Comparison

To put that into perspective:

• Average U.S. Home = $400,000
• Starbucks Coffee ($7 each) × 77,000 = $540,000
• iPhone 15 Pro / Samsung Galaxy 25 Ultra  ($1,200 each) × 450 = $540,000
• Lamborghini Aventador / Rolls-Royce Phantom = $500,000– $600,000

A fully upgraded game account can sit in the same price range as a luxury car.

Lessons for Business and Nonprofits

The giga-whale phenomenon isn’t really about games—it’s about how people perceive value.

• People spend where they see progress, exclusivity, or status. In games, it’s power. In luxury, it’s prestige. In nonprofits, it’s measurable impact.
  
• Price is relative to meaning. What seems outrageous to some is worthwhile to others if it delivers the outcome they want.
  
• The opportunity is universal. Digital businesses, luxury brands, and nonprofits alike can thrive when they create experiences or outcomes people deeply care about.

Final Thought

The giga-whale isn’t just a gaming story, nor is it about judging how people entertained in a different world spend their money. It’s a reminder:

• If you create value, people will find a way to pay for it
• If you design experiences that deliver progress, status, or impact, investment follows
• And if you’re in business or nonprofits, the key is the same—money flows where meaning lives.

What’s the most you’ve ever spent on a digital item?
On a scale of 1–10, how happy did it make you (10 being the happiest)?