Nofamataro Zebua, Yan Piter Basman Ziraluo, Ester Novi Kurnia Zebua, Ridho Victory Nazara
This chapter explores the application of Artificial Intelligence (AI) to analyze and customize the behavior of individual players in contemporary digital games. It explains the application of AI tools such as machine learning, deep learning, and reinforcement learning to personalize interactions, upgrade systems, dynamic story generation, and gamification to reduce player churn. The chapter also examines sociological and computational theories of player profiling, ethical issues regarding the use of data, and the personalization of immersive gaming experiences through AI technologies. The chapter places particular emphasis on inclusive and adaptive design, and responsible innovation. © 2026 by IGI Global Scientific Publishing. All rights reserved.
Faculty of Teacher Training and Education, Universitas Negeri Malang, Faculty of Mathematics and Natural Sciences, Indonesia; IKIP Gunung Sitoli, Indonesia; State University of Malang (UM), Indonesia; Universitas Nias, Indonesia
