It's said that there was some story that would progress whilst playing, but by the time one of the characters suspected that they were in a loop, it definitely felt going in a loop but not in a good way. The game loop quickly lost its edge when repeated through every character and through every level, especially when nothing but the coin requirement increased by measly one at a time. This simply results in gameplay that doesn't hook the player with any emotion and especially doesn't fit strongly with the core theme even though the idea suggests that it should.
This would be a situation where the aesthetics would more than make up for the gameplay's shortcomings, but they sadly don't. The art style doesn't look cohesive, the soundtrack is substandard even for a mellow spooky theme, and the story, as explained before, rarely picks up steam to hook the player.
I apologize if this comment turned out condemning, but when playing, I simply did not find any appeal nor direction this game was trying to go for, and it suffered as a boring experience as a result.