Well not really lose, but "die" in-game. Also not encouraging, but possibly "rewarding" or "providing incentive".
This game I'm keeping up with called "Dragon's Crown" is an online RPG side-scroller beat-em-up. Players can level their characters, gain items, and become more powerful. An interesting mechanic the game uses is that if your character is slain, their corpse will drop and other people online can find that pile of bones in their game. If they take it to a shrine, they can revive that player as a powerful NPC to assist them.
But how do you encourage a poweful player who probably won't die easily to willingly look the other way while an enemy kills them? Fame. In-game, powerful players will get their names known as a result of this system.
More info can be found here: http://www.siliconera.com/2011/06/15/your-characters-reanimated-corpse-can-appear-in-another-players-dragons-crown-game/
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