Thus, by spreading the point levels out further and further, you can create the same psychological distance between levels. Plus, the further a person gets into the game, the more involved they become—they are effectively locked into the game with a significant sunk cost and will continue to play.
If their friends are incented to play, too, then you have an even stronger lock-in. This is how games such as FarmVille, YoVille, FishVille, BlitzVille, or whatever villes become incredibly popular. You get sucked in and the peer pressure causes you to compete against those folks who are friends, even if you don’t particularly feel like playing. In my opinion, this is a stronger addiction than gambling.
As it relates to what LeapFish has with CashDash, one of the things they could do is create a personalized leaderboard. Instead of showing just what your points total is—make it viral and involve other egos of friends by showing a leaderboard of how they rank versus their friends. This is really just a social video game where you’re competing against your friends, so you should do everything you can to make it more addictive and viral.
Granted, this game is brand new, so there is still plenty of time to make these changes to increase the level of sharing and playability.
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