Endogenous is a biology term meaning "caused by factors inside the system". Applied to game design, this means that things that have value in the game only have value in the game. For example, monopoly money has no value outside of the monopoly game.
To use this lens, think about your players' feelings about items, objects, and scoring in your game. Ask yourself these questions:
What is valuable to players in my game?
How can I make it more valuable to them?
What is the relationship between value in the game and the player's motivations?
The value of items and score in the game is a reflection of how much players care about succeeding in your game.
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