Abstract: Online reinforcement learning (RL) with complex function approximations such as transformers and deep neural networks plays a significant role in the modern practice of artificial intelligence. Despite its popularity and importance, balancing the fundamental trade-off between exploration and exploitation remains a long-standing challenge; in particular, we are still in lack of efficient and practical schemes that are backed by theoretical performance guarantees. We develop a new exploration mechanism via optimistic regularization, providing an interpretation of the principle of optimism through the lens of optimization. From this fresh perspective, we set forth a new value-incentivized actor-critic (VAC) method, which optimizes a single easy-to-optimize objective integrating exploration and exploitation -- it promotes state-action and policy estimates that are both consistent with collected data transitions and result in higher value functions. Theoretically, the proposed VAC method has near-optimal regret guarantees under linear Markov decision processes (MDPs) in both finite-horizon and infinite-horizon settings, which can be extended to the general function approximation setting under appropriate assumptions. We also test the proposed algorithms in both standard RL tasks, as well as RLHF for LLMs, where demonstrating the significant improvement.