Software at an online game website assigns to a player of a massively multiplayer online (MMO) game a first game task in a conditional series of game tasks. The assignment is based at least in part on a measure of difficulty associated with the first game task. The measure of difficulty depends on a profile associated with the player that includes an Active Social Network (ASN) metric as determined by data that has been read from an in-memory database and that has been retrieved from a social networking website through an application programming interface (API) exposed by the social networking website. Then the software provides a reward to the player upon termination of the conditional series of game tasks. The reward depends at least in part on the game tasks in the conditional series of game tasks that were completed by the player.