The disclosed technology concerns methods, apparatus, and systems for delivering content in a distributed computing system. In particular, the disclosed technology concerns tools and techniques for selecting and delivering customizable and user-aware content in a memory-efficient manner. For example, embodiments of the disclosed technology use a centralized backend computing device to implement a system that communicates with one or more client computing devices (e.g., PCs, gaming consoles, mobile devices, and the like). The centralized backend computing device(s) can be configured to compute and transmit content that is adaptive and customizable.