Incentives are a commonplace to game designers and developers. They are a means of designing activity to support goals and to motivate users. They are not events, which are those things that happen during game play and to which which users must react. We tend to think of incentives as those design elements that draw out, or appeal to a user’s interests, reasons, and motives. Design aspects that the user can anticipate, expect, and organize his or her activities around. We think of incentives as designed into a game, site, or service. But they are really, actually, in the user. They work because they incent (incentivize) the user’s incentives. … »