King runs a large-scale machine learning platform that makes approximately 180 million automated decisions per day about what individual Candy Crush players see and experience — including which offers they receive, how difficult their levels feel, and which in-game events are shown to them. The platform spans around 300 different use cases across King's game portfolio.

The platform was built by a team of more than 50 machine learning specialists at King, with capabilities significantly expanded following the June 2022 acquisition of Peltarion, a Swedish AI startup. Rather than applying the same experience to all players, the system builds behavioral profiles for individual players and uses them to personalize which power-ups are suggested, how competitions are framed, and what in-game offers appear. King's Head of AI described the challenge not as building accurate predictive models — which the team achieved — but as determining what to do with those predictions in ways that improve player experience. The 300 use cases range from commercial decisions such as targeted offers to gameplay decisions such as difficulty tuning, making this one of the most extensive AI personalization deployments in mobile gaming.