Described are techniques for prioritizing devices to receive updates to an application executing on a device. Event data indicative of use of the application, the device, and other information associated with a user is obtained. For example, event data for a user account across many different devices may be obtained. Deployment parameters may specify how an update is to be distributed, such as maximum number of devices to deploy to, timing of deployment, and so forth. Based on the event data and the deployment parameters, a subset of the devices executing the application are selected. The update may then be distributed to the subset.