Good question. You get loyalty rewards from your grocery store, when you fill up with gas, when you fly, stay in hotels and buy a coffee. Yet you play hours of mobile games and get nothing.
Even free-to-play games are making money. Maybe they’re not making money from you – but a small proportion of paying players make it possible for others to play for free. Even so, you’d think they might see it as legit to reward their best players.