First of all, many different things can be rewarded. So Four Square with its famous badges has rewards for all sorts of things. Rewards for the first time that you check in, rewards for checking in ten, 25, 50 times. Rewards for checking in every day, rewards for showing up at a bar a certain number of times. Rewards for being part of a swarm or a flash mob where lots of people are checking in, in the same place and so on and so forth. So, the first point is that creative and effective gamification designs will think pretty expansively about what can be rewarded. What kinds of behavior does the designer want to incentivize and what are different options. Again, the goal is to give users, a.k.a. Players, a set of meaningful choices and a set of options that make the game feel more engaging.