Zynga

Zynga, a subsidiary of Take-Two Interactive acquired in 2022, uses a machine learning system called AutoModel that automatically builds hundreds of predictive models daily across all of its mobile games to personalize player experiences and predict player behavior.

AutoModel was developed and publicly described by Zynga's data science team (originally presented at Spark Summit 2019). The system takes player tracking events from Zynga's data lake as input and outputs propensity scores — predictions of which players are most likely to take specific actions, such as making an in-game purchase or churning. These scores are published to a real-time database and used to personalize games and live services across dozens of titles. The system was described as generating 'hundreds of propensity models every day' and scaling to tens of millions of players across Zynga's game portfolio. As Zynga is now a wholly owned subsidiary of Take-Two Interactive, this practice is part of the Take-Two corporate family.