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When starting a level, the game puts up a challenge to earn a little extra loot if you complete it.
You'll need to swipe to change lanes in order to avoid obstacles.
Head to the store between runs to upgrade the weapons and shields you pick up. You also can purchase temporary upgrades like potions to give you an extra chance on your next run.
Completing challenges earns you feats that often offer a pretty good payoff.
If I had swiped left or right, I would have survived, but the middle lane made me slam into a door.