It’s not always for the benefit of the players. Gameloft, the makers of the Asphalt mobile racing series, was caught making the AI harder during special timed events that allowed you to win extra/special stuff by beating said AI. This was obviously for the express purpose of manipulating people into playing more and even though I once loved playing Asphalt 8 & 9, I no longer touch any of their games because of how shitty and disingenuous that is.