In web design, it is most often the contributor and curator role that is being rewarded as their activity is what makes or brakes a social website. The principle of unlocking features is widespread in computer games, where users are rewarded by being moved to new parts of the game (access to a new level, win a key to a locked door, etc.) upon achieving something specific. Unlock features for your users as they explore and engage your system. In a social website setting, show off users with unlocked features to give rookies something to strive for. Unlocked powers act as endowments that will lock your users into valuing your website more than before they signed up. Reward contributors and curators for their good deeds as they add content to your system.
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