I would imagine they could benefit, given their main player base. If all of the diploma hunts, etc have worked in the past, then people that play on their site obviously like to play for reasons other than $. I suppose it adds a competetive factor in being able to buy the biggest, best castle, or whatever. I just think the site is incredibly cluttered and hard to navigate. But, I am more of a "serious" skillgamer than probably the other millions of players who log onto their site on a daily basis. King is set up so your $ doesn't necessarily grow quickly but if you are an average player, it will last you a long time. To many players, who can't make a good profit but like the competitive edge of having $ involved, this is probably much appreciated.
I think for what King is trying to accomplish (from what I can see), all of these little "cute" aspects of their site are probably beneficial.
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