Patent ID: 8684824

Claim:
A gaming device comprising: an interface unit configured to accept game play data from a player; and a controller coupled to the interface unit, the controller comprising a processor and a memory, wherein the memory stores player tracking data associated with the game play data, the player tracking data including a player transaction history including at least one of: (a) at least one item previously purchased by the player in association with a gaming establishment, and (b) at least one service previously purchased by the player in association with the gaming establishment, and wherein the processor is configured to: receive, via the interface unit, game play data for the player playing a primary game; initiate a play of a secondary game in response to detection of a triggering event; enable the player to select at least one of a plurality of different loyalty awards associated with the secondary game, wherein each of the loyalty awards is based at least in part on the player tracking data and has a value associated with at least one of: (a) the at least one item previously purchased by the player, and (b) the at least one service previously purchased by the player; determine an outcome of the secondary game; and provide the selected at least one loyalty award to the player if the determined outcome of the secondary game is a designated outcome.