Incentives have been a part of the health promotion and wellness landscape for over three decades. The mounting need for engagement and risk mitigation are changing the role that incentives play in programming strategies. Incentives are increasing in size and are undergoing a fast process of assimilation within large employer organizations. More sophisticated communication strategies are helping maximize the motive force element in many settings. Health plans have been slower to innovate with incentives but are now attempting to catch up. A possible "ideal" or "endgame" incentive strategy is suggested and one scenario for the future of wellness incentives is proposed.