Systems and methods are provided for an automatic user or friend recommendation system that matches players that have compatible play styles, play schedules, or the like. Behavioral data is collected or entered from players, and a profile of each player is created and compared to calculate a compatibility score. If the compatibility score exceeds a predetermined threshold, then the players are marked as compatible, or a degree of compatibility may be calculated and displayed as well. Users can edit their profile, e.g., on a web application or in-game. Users may also interact with optional and incremental demographic survey questions as they log in. A notification of compatible players may be provided via the web application or via an in-game indication. For example, a glow may appear around a compatible player, or compatible players may be displayed in a list, such as an instant messaging client.