In an era where the boundary between digital entertainment and real-world interaction is becoming increasingly blurred, a landmark collaboration has emerged to redefine how the gaming industry approaches its most valuable assets: its characters. San Francisco became the backdrop for this technological leap on February 9, 2026, as Saga, the hyperscaling platform for artificial intelligence, and Etermax, the powerhouse studio behind the global phenomenon Trivia Crack, announced the official launch of an AI character agent for Willy. 

As the face of a franchise that commands a staggering 150 million annual users, Willy is no longer just a spinning wheel on a smartphone screen. Through this partnership, he has been transformed into a sophisticated, autonomous AI entity designed to live, breathe, and converse across the digital landscape, marking a significant evolution in the strategy of user acquisition and community building.

The transformation of Willy from a static game mechanic into a dynamic AI agent represents a fundamental shift in the philosophy of intellectual property management. For years, game characters were confined to the code of their respective applications, interacting with players only within the narrow parameters of gameplay. However, Saga and Etermax have broken these digital walls. By leveraging Saga’s proprietary hyperscaling infrastructure, which utilizes a specialized training model combining Large Language Models and Small Language Models, the teams have infused Willy with a persona that is instantly recognizable to long-time fans. 

He remains the fun, smart, and caring figure that players have loved for over a decade. But, he now possesses the capability to engage in complex, open-ended conversations that extend far beyond the trivia board.

This move is a direct response to the deepening crisis in the mobile gaming market, where traditional user acquisition has become an increasingly expensive and inefficient uphill battle. As privacy regulations tighten and the cost of digital advertising via social media giants continues to climb, studios are finding that traditional “pay-per-click” models are yielding diminishing returns. The collaboration between Saga and Etermax offers a sophisticated alternative: the character-as-a-service model. By deploying Willy on platforms where potential players already spend their time, such as Instagram and X, Etermax is creating a “social-native” presence that acts as a bridge between casual social media browsing and active game participation. 

Willy is not just a bot providing support; he is a companion who can discuss any topic, post his own original content, and interact with the community in a way that feels organic rather than transactional.

Rebecca Liao, the CEO and co-founder of Saga, has been a vocal proponent of this shift toward utility-driven AI. She emphasizes that while character-based AI is a thrilling novelty for consumers, its true industrial value is unlocked when it is tied to real products and tangible outcomes. By using Willy to influence user intent before a download ever occurs, Saga is providing Etermax with a powerful engine for distribution. 

This is about more than just novelty; it is about creating a frictionless path from a conversation to an installation. When a user interacts with Willy on social media, the AI agent can subtly guide them toward downloading Trivia Crack, purchasing in-game assets, or even exploring the brand’s physical merchandise. This turns the character into a persistent marketing and sales force that operates twenty-four hours a day, seven days a week.

The technical foundation provided by Saga is what allows this level of scale and complexity. In 2025, Saga released its AI Character Agent Network for Gaming and Digital IP Commerce, an ecosystem specifically designed for autonomous agents to acquire and monetize users on behalf of global IP owners. This infrastructure is not merely a chatbot framework; it is a comprehensive financial and operational rail system capable of processing millions of transactions. Since its inception, the Saga network has processed over 23 million transactions worth billions in aggregate value. For a studio like Etermax, this means that the Willy AI agent is built on a bedrock of stability and future-proof technology. 

The system is designed to grow, with future iterations set to include deeper integrations such as rewards programs, direct payments, and sophisticated monetized engagement strategies that will further blur the line between social interaction and commerce.

Fernando Vasconez, the Head of Gaming Investments and Partnerships at Saga, believes that this initiative is the beginning of a repeatable model that will eventually transcend the gaming industry. The thesis is that if a character with massive global recognition like Willy can meaningfully move the needle on game installs through AI-driven social interaction, the same logic can be applied to movies, music, and corporate branding. 

It represents a move toward a world where IP is no longer passive. In the traditional model, a fan consumes the IP; in the Saga model, the IP reaches out to the fan. This creates a feedback loop of engagement that keeps the brand relevant in a crowded attention economy.

For Etermax, a studio founded in Argentina that rose to global prominence by understanding the social nature of competition, this AI integration is a natural next step. Their spokesperson noted that the goal has always been to meet players wherever they are. By deploying Willy as an AI agent, they are staying true to the spirit of Trivia Crack—which has always been about connection and knowledge—while utilizing the most advanced tools available to ensure the franchise remains at the top of the charts. 

This collaboration proves that even the most established brands must innovate to survive in the modern landscape. As Willy begins to chat with fans across the globe, he isn’t just asking trivia questions; he is answering the question of what the future of gaming looks like. It is a future that is intelligent, interactive, and powered by AI agents that are as charming as they are efficient.