One aspect of the disclosure relates to automatically triggering events (e.g., sales, promotions, gameplay-based events, and/or other events) in an online game based on varying levels of spend by users in the game. This automation of live operations in the online game may provide for management of revenue generation in the online game. The events may serve to draw users into the online game during traditional off-peak hours, may serve to entice user spending in the online game during times when spending would be low without an event, and/or provides for other enhancements.