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Consider 'rewards' in a less narrow fashion. For instance, hold roleplaying events in which non-roleplayers are simply not going to have fun. Build up the value of roleplaying by "rewarding" good roleplayers with roleplaying interaction with, for instance, in-game Gods or important NPCs, etc. Provide histories and a coherent world to give roleplayers something to build off of. Etc.
--matt
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