Web3 and AI technology company Saga has partnered with mobile game developer Etermax to launch an AI-driven version of Willy, the mascot of the mobile game Trivia Crack. The initiative converts the in-game host into a social media companion, allowing the character to interact with players outside the game environment.
Willy’s AI agent will operate on platforms like Instagram and X, engaging users in conversations, posting content independently, and guiding potential players toward downloading Trivia Crack or purchasing in-game items. The move reflects a broader trend in the mobile gaming industry to explore new methods of user acquisition, particularly by leveraging established intellectual property.
Using AI to Extend Game IP
The AI system is built on Saga’s technology, which combines large and small language models to fine-tune character behavior. Initially, the focus is on encouraging game installs, but the platform is designed to support future features such as rewards, payments, and monetized interactions. By extending a recognizable character like Willy into social-native environments, Saga and Etermax aim to create additional engagement channels that could reduce rising advertising costs in mobile gaming.
Fernando Vasconez, head of gaming investments and partnerships at Saga, explained that the initiative demonstrates how character-driven AI can influence game installs for globally recognized titles. He suggested that if successful, the approach could serve as a repeatable model for traditional studios seeking to expand their IP into social platforms, with potential applications beyond gaming.
Etermax’s Perspective on Player Engagement
Etermax chief planning officer Joaquín Toro highlighted that the collaboration provides a new way to connect with players while maintaining the character-driven experiences fans already enjoy. The AI agent allows the company to meet players on platforms they use regularly, helping bring them into the Trivia Crack universe without relying solely on traditional advertising channels.
With Trivia Crack reaching approximately 150 million users annually, the integration of Willy as a social AI agent represents a significant effort to combine gaming IP with AI technology for ongoing user engagement and acquisition.
Source: PocketGamer
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Frequently Asked Questions (FAQs)
What is Willy’s AI agent?
Willy’s AI agent is a character-driven system that allows the Trivia Crack mascot to engage with users on social media platforms like Instagram and X. It can chat with users, post content independently, and direct players toward downloads and in-game purchases.
Which platforms will Willy appear on?
The AI-powered Willy will primarily operate on Instagram and X, targeting existing and potential players where they spend time online.
What is the goal of this initiative?
The main goal is to increase user engagement and game installs while reducing mobile advertising costs by leveraging the Trivia Crack IP in social-native environments.
How does Saga’s technology work?
Saga’s system uses large and small language models to replicate character behavior, ensuring interactions remain consistent with Willy’s personality while allowing dynamic responses and autonomous content posting.
Will Willy support future features?
Yes. While the initial focus is on driving game installs, the system is designed to eventually support rewards, payments, and monetized interactions.
Why is this important for mobile gaming?
Character-driven AI offers a new approach to user acquisition, allowing developers to engage players outside the game, build brand loyalty, and potentially reduce reliance on traditional advertising.
