The idea is to just give players some goals to work toward to, or they could be a mystery for people to figure out. Rewards would be I guess, bonus FM? Although depending on the condition met, Point Cards or maybe an actual card would be nice. Or a special avatar item.
Examples:
Condition: "You've won your first 10 battles(non-streak). Keep going!"
Reward: Bonus 100 FM
Condition: "You've made your first 10 win streak! Well done!"
Reward: A Point Card/A "Ten-win streak medal" for the Iczer's avatar
Condition: "You've lost 100 times. It happens to the best of us :]"
Reward: Bonus 100 FM
Condition: "You've collected over 100 different cards! Keep it up!"
Reward: A copy of ONE of those cards(Iczer's choice).
Condition: "You've completed collecting the cards(at least one of each) from Set 1! Fantastic!"
Reward: Bonus 1000FM/10 Point Cards/A five star rarity card from that set(Iczer's choice).
Yes/No? Thanks for reading.

> "Just A Shade"-Collect 10 Lawtia Cards, "A Night Person"-Collect 30, "Dark Lord"- Collect 50, "Are you the Duchy?"-Collect All.
>"Teardrop"-Collect 10 Falkow Cards, "Stop Crying"-Collect 30, "Do you have a boat?"-collect 50, "The Great Flood"-Collect All.
>"Fire-Fly"-Collect 10 Gowen Cards, "Firestarter"-Collect 30, "I like it overcook"-collect 50, "Pyromaniac"-Collect All.
>"Ray of Hope"-Collect 10 Refess Cards, "Put on your Sunglasses"-Collect 30, "Turn off the light"-Collect 50, "True Evangelist"-Collect All.