Patent ID: 7997972

Claim:
A gaming system comprising: a display device; an input device; a processor; and a memory device which stores a plurality of instructions, which when executed by the processor, cause the processor to operate with the display device and the input device to: (a) receive a first wager from a player for a first play of a game; (b) display a first image representing the first play of the game; (c) display a first outcome associated with the first play of the game; (d) determine 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) display and provide to the player any determined first payout for the first play of the game; and (f) when a designated brand-association event for a designated brand occurs in association with the first play of the game: (i) receive a second wager from the player for a second play of the game; (ii) display a second image representing the second play of the game, said second image including at least one image associated with the designated brand; (iii) display a second outcome associated with the second play of the game; (iv) determine whether to associate one of a plurality of second payouts included in a second paytable with the second play of the game based on the displayed second outcome and the second paytable, the second paytable having a higher expected average payout than the first paytable, at least one of the second payouts being associated with the designated brand and not being in the first paytable; and (v) display and provide to the player any determined second payout for the second play of the game.