All companies collect data, but I'll try to share what I can with you. Riot's League of Legends, Valorant, and other applications measure user reactions in-game, and analyze them daily. For example, data is collected from Person X's in-game conversations, text messages, and background programs for a month. For example, data is collected directly from the Spotify player, such as whether Person X listened to upbeat music in the game today, and the log is recorded.