See, the way these shady free-to-play games work... if we're honest, it kinda matches how Kickstarter plays out. Dramatic concept art. A beloved NPC in need. An XP bar to fill. Stretch goals to level up. Massive online multiplayer with social media tie ins, rally your friends.
I remember, a few years ago, when the big theme was that everything will be gamified. This was when Foursquare was all about getting badges for being mayor of your local coffee shop. Turns out that things got gamified in more surprising ways, such as this quote about Kickstarter.