Rovio Entertainment Oyj, the maker of Angry Birds, is using machine learning to develop individually-tailored games by 2022.
“We truly believe we can go as far as making individualized experiences for our players with the help of machine learning,” Chief Executive Officer Kati Levoranta said in an interview with Bloomberg in Helsinki on Monday. “We already do use machine learning in game development and also in live operations, in terms of level balancing, creating levels and predicting churn,” Levoranta added. “Going forward it will have even a bigger role.”
Rovio is already using algorithms to design new levels for its games, ensure users remain engaged and predict which of them are likely to stop playing a particular game, called churn in industry-speak.
Part of the life cycle of a mobile game is live operations, where new features and events are added to keep it fresh and entice players to spend. Gaming companies also engage in marketing to stand out in a crowded market, and machine learning can help predict when and where to invest.
The company, which saw huge success with the release of the Angry Birds games, has disappointmened investors since its share now trades 65% below its IPO value back in 2017.