I followed the links to check out the site and the "gold" that you can actually purchase in stores. You make a good point. There is a similarity here in a regard to Webkinz which is aimed at even younger children. At that site children must purchase animals or charms or other items to participate but the cash draw is significantly less than this "gold" issue at Gaia.
I personally would block it from my son. He is a perfect target for this type of marketing.
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