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 to the game operator who assigns to the prize a pay table value for calculation and configuring the performance of the gaming device . the player attributes a value to the prize . the system and method are configured such that ≦& lt ;.