XPRIZE: What's Cooler Than a Million Dollars? Spaceshipsbr Gamification Co - Concourse Exhibition Centerbr LIVE + ON-DEMANDbr A prize is an old idea that remains surprisingly powerful today. And prizes are everywhere now: there are millions of awards, prizes and honors given each year around the world. The growth of prizes has a downside: more prizes means more noise. To break through the noise the prize industry is experiencing an "arms race" in prize amounts, with sponsors offering ever higher purses in hopes attracting more and better competitors and outcomes. But focusing on the prize purse alone is a fool's game: great prizes use many other (and better) levers to achieve outstanding results.