For me, it's like catching Pokemon or badges being the carrot.
The only Pokemon I want to catch this year is: penguin (because of a documentary I saw, I fall in love with them).
Just remind me of a gaming period experience:
they offered free elixir each day+events+daily quests so we had to come everyday to have it + playing with these elixirs, you could have rare equipment and show it to everyone or gain good money (Look at my rare armor or my epic sword!).
Badges on this game weren't as "big" as on Viki (I mean we didn't care at all about badges) but about gear+lvl of our character and yes, seeing someone with a rare gear, sparkling everywhere, lvl max 100, some people can be envious.
Gear + lvl (game) = Badge + number of dramas, subtitlers, titles? (Viki).
After playing for a long time this game, I've become tired of it and understood that in the end, being Lvl10 or Lvl100, it's just a fudging number on my screen and number of levels they will create can be infinite,
=> something virtual that shouldn't dictate me what I should do or how I should live (oh, I have to connect everyday to have my free elixir, etc.).
2) Challenge, not really, click there and there and it's done (don't have to spend many efforts). But when we first began to volunteer here, the first badges are gained quickly (10 subtitles, you have the first badge XD) https://www.viki.com/badges
4) IDK at all what would Viki gain by making collections, maybe understanding better clients behaviour and taste based on their collection? Sell data or making new Viki production based on this? Or buy new license/don't renew a license based on that?
Contrary to typical badges, viewers can participate too, so maybe a way to make everyone participate to the Bday and not only volunteers?
For viewers, I saw we have many collections and many people follow collections, so this tool is quite used by viewers here.
Now, we can make collections for anything.