The game design isn't meant for long term players. It's meant for you to spend a lot every day to get the bonus characters in order to put up points. It's why there's a new way to play and the way that people cheat has changed as a result. You can't really compete with getting like a 30K Prime John Cena Superstar Clash of the Champions Wrestlemania 55 special character. Instead you just need to unlock them, get them to like 3k or so, then use "free gold" to run up as much as you can in points. Look at the leaderboards. That's what they are doing.
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