Lottery
How about a daily or weekly lottery where everyone who wants to participate can pay x amount of gold. Then the one lucky winner gets the whole pot minus tax (the transaction can give social xp maybe but not necessary).
There can be different tiers of entrance fees as well, so players of varying wealth can all enjoy it. There would be a winner in each tier, though, obviously, so players entering with 500 gold aren't sharing the pot with players entering with 10,000 gold.
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