1. A method comprising: accessing information describing a social network of a first player of an online game, the information identifying other players of the online game; accessing game account information of the other players, the game account information of the other players identifying in-game assets of the other players; and generating, using at least one processor, at least one of an in-game asset for the first player and an in-game obstacle to affect the first player in the online game based on a mathematical function that considers the in-game assets of the other players.