I haven't played computer games since I was like 8 years old so I have no idea

how are users rewarded for customizing the characters? or is the customization rewarding in itself?

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Latter in theory.

Rewarding itself

Customization is rewarding in itself. The key here is to make players to feel powerful in their creativity.

nostr:npub1r0rs5q2gk0e3dk3nlc7gnu378ec6cnlenqp8a3cjhyzu6f8k5sgs4sq9ac I’m looking at The Witness and Braid’s design. 2 games with almost zero onboard but blend the onboarding into the game progression.

Customising a character lets you identify with it. That’s always the most important thing. In games, books or movies. It’s the same in any kind of story.