Patent ID: 7455586

Claim:
A method of operating a gaming system, the method comprising: (a) receiving a first wager from a player; (b) displaying a first image representing a first play of a game; (c) displaying a first outcome associated with the first play of the game; (d) determining whether to associate a first payout with the first play of the game, the first payout based on the displayed first outcome and a first paytable; (e) displaying the first payout, if any, for the first play of the game; and when a brand-association event occurs in the first play of the game: (i) selecting one of a plurality of different brands for a second play of the game; (ii) associating the selected brand with at least one payout of the second play of the game, the at least one payout being part of a second paytable for the second play of the game, the second paytable being different than the first paytable; (iii) receiving a second wager from the player; (iv) displaying a second image representing the second play of the game; (v) displaying a second outcome associated with the second play of the game; (vi) determining whether to associate a second payout with the second play of the game, the second payout based on the displayed second outcome and the second paytable; and (vii) displaying the second payout, if any, for the second play of the game.