There has been substantial attention to this in the computer/video gaming industry too, especially in SIM-type games which require mass crowd interactions. An amusement park simulation game, for example, might model client routing through the park, ride selection (and the deterrent effects of long lines and ride pricing), consumer expenditure (food, drinks--with the later sometimes linked to the saltiness of the former), propensity to vomit (really! and often linked to food intake and the severity of the ride), proximity of washrooms, cleanliness (a function of janitorial staff numbers and routines), littering, crime rates, crowding, and "contagion" effects from the satisfaction/dissatisfaction of the crowd.
Although there are a lot of invisible shortcuts and cheats involved (a lot of game AI doesn't really predict/respond, but peeks at information that ought to be realistically hidden from the agent), it is sophisticated stuff nonetheless.
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