A system and method are set form for increasing a players participation and entertainment value in the play of a gaming device such as a slot machine. The system and method includes offering a prize award such as a product or service for the player obtaining a predetermined outcome such as a jackpot. The prize has an acquisition cost (A) to the game operator who assigns to the prize a pay table value (B) for calculation and configuring the performance of the gaming device. The player attributes a value (C) to the prize. The system and method are configured such that (A).ltoreq.(B)<(C).