A system and method for rewarding players of wagering game with a bonus is disclosed. A database is provided for collecting and storing personal interest information from two or more players. The database comprises data fields each representing a category of personal interest information. Groups of common personal information are established. Awarding a bonus award includes selecting a group and determining players currently participating in the wagering game that are in the selected group. At least one player that is currently participating in the wagering game is selected for the bonus award. The selections can be randomly made.