Gaming systems and methods of operation thereof are disclosed. Such gaming systems and methods allow a player of a gaming device, such as a slot machine or an arcade video game, to access entertainment services, such as broadcast television programming, web sites, pay-per-view services and shared-revenue telephone services, such as 900 or 976 services, for enhanced player retention. In accordance with one or more embodiments, when play is initiated, a predefined establishment-specific criteria is evaluated to determine whether the player should be provided with access to entertainment services. A player entitled to access such services may be presented with a list of available entertainment services. Upon receipt of the player's selection, in accordance with one or more embodiments, a connection may be established between the gaming device and the provider of the selected entertainment service. In accordance with one embodiment, the content that is the entertainment service is store in the memory of the gaming device or a peripheral device and output to the player. The player's level of play may be monitored to ensure that the establishment-specific criteria for maintaining access to such entertainment services is being met.