Judging by the use of AI in other areas, much of the 'game' is simply maleficent mischief - a kind of mirror-image Schadenfreude. The perpetrators gain enjoyment from the discomfiture of anonymous others, often as an addiction that reinforces that pleasure.
The remote nature and immediacy of electronic communication lends itself to continuous and sustained maladjusted** behaviour, such as trolling, sealioning, flaming and doxxing, where rage is ramped up deliberately or as a learned reflex.
MJB
**Behaviour that usually betrays psychological problems by routinely responding in a way which is not acceptable to society