From Fortnite to Candy Crush, video games and mobile games are relying more and more on in-game, in-app purchases, and loot boxes to make money. This means gaming companies are finding new ways to keep players playing and spending. Some digital games development uses old-school gambling mechanisms to keep people hooked, while others in the gaming industry are using data to learn more and in-depth behaviors about the people playing — ultimately customizing video games to individual players.