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In the early stages of a startup/product you should focus on new users and their first week experience.
But as your product matures you should shift your focus on improving the experience for existing users beyond their first weeks of usage. Otherwise, if you continue focusing on new users, you risk having a leaky bucket and not retaining users for a longer period of time.
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Leaderboards are a good gamification mechanism to increase retention and average time spent in app for existing users.
The most effective ones match players with similar levels of engagement, be they friends or strangers, as demonstrated by Zynga and Duolingo.
A leaderboard based strictly on friends is not as effective because few players have enough friends with a similar level of engagement. Many of their friends are inactive and those that are active are likely playing more or less than them.
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