M&M: Heroes VI - Now Available, Patched
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October 14th, 2011, 15:24
The closest analogy I can think of, is the "ranking system" in games like Modern Warfare.
You get access to extra items and such, the more you play and the better you do while you play gives you more and better stuff.
Sort of an extra layer that's pretty trivial to implement, but which users can use as a motivation to keep on playing.