The gifts are designed in such way that they show only information about a restricted number of friends. Some gifts are applicable to friends, who were selected by the user and about whom he already answered questions. Others only provide insights about participating friends, i.e., friends that use the app themselves and participate in the subjective assessment test. This means, gifts and their information content are growing with the number of selected friends (i.e., the number of answered questions) or the number of participating friends. Thus, gifts do not have a one-time value but encourage users to return to previously unlocked gifts as they might show new insights. Furthermore, this also motivates users to answer more questions and to invite more friends to participate in the subjective assessment test. Therefore, Facebook’s request feature was placed prominently in the menu bar and friend selection panel. This feature allows to send an app invitation to friends from everywhere within the app without leaving the current page. Additionally, bragging, i.e., the ability of the app to post on behalf of the user, was employed. Thus, the app can trigger a Facebook dialog which proposes a status post on the user’s own wall, e.g., every time the user unlocks a new achievement. This can also help to get friends interested in the app, as the status post contains a link to the game and presents its benefits, e.g., a short description and a picture of the unlocked gift.