Unexpectedly to Bogost, "Cow Clicker" became a viral phenomenon, amassing over 50,000 players by September 2010. In response to its sudden popularity, he committed to improving the game with new features. Updates to the game added awards for reaching certain milestones (such as the Golden Cowbell for 100,000 clicks), the ability to earn Mooney by clicking on other users' "Cow Clicker" news feed posts, and the chance to randomly gain or lose Mooney on every click. New cow designs were also introduced, such as an oil-coated cow to commemorate the BP oil spill, and the "Stargrazer Cow", which was only a mirror image of the original cow that cost around $20's worth of Mooney.