For me it's hard to say when it comes to Steem as a whole. There are too many different incentives shared by users.
It's more clear on the Community lvl with projects like Steem Monsters. The goal is to promote the game, make suggestions to gameplay, find bugs, find and sign up new players ect ect.
Basicly all the actions that add value to Steem Monsters will add value to everyone that plays the game and has cards. And as a kicker It also adds value to the Steem blockchain as a whole.