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When players support your game in its pimply, awkward, squeeky-voice stage, you reward them appropriately when the cocoon bursts open to reveal a beautiful butterfly. But what you never, ever do is later offer those early founder's rewards in the cash shop for a few extra bucks. It's just not worth it. Betraying loyalty like that is a sure-fire way to lose the respect of those people who would probably still play your game after the tourists have come and gone.
Read more of Shawn Schuster's State of the Game: Rewarding Loyalty.