When people do a pvp battle you should add a bonus pvp round for more dino bucks or watching an ad where it matchmakes you with another player with similar matched surviving dinos. Double the rewards or make them better. Subsequent rounds after that require more dino bucks or ads. If somebodies surviving dinos make x amount of survival rounds they get an especially good prize.
This would open up another avenue for players to spend dino bucks, watch adds, and drive gameplay.