Yeah, a local bowling league is honestly a great example. The competition might exist but it's not anything super serious (except to a few tryhards) and I think for a lot of people the skill/gameplay aspect of their abilities probably has plateaued, so it's not really new or even evolving much. Then you're left with hanging out with friends (and making new ones as people come and go) and occasionally having an occasional new great memory (wow, Bob got a 300!) and maybe some bragging rights if you win.
I've definitely had my fill and for me I really wouldn't have an interest in playing again, but for those who are genuinely into the social aspect, I can see why it would continue to be appealing.
Of course, there's also the no life antisocial krono farmers, but that's really a whole different aspect.