A wagering game system and its operations are described herein. In some embodiments, the operations can include providing a secondary game for presentation. A game objective for the secondary game is associated with a set of achievements attainable via wagering games available for play via a wagering game machine. The operations can further include detecting attainment of one of the set of achievements via one of the wagering games. The attainment of the one of the set of achievements causes completion of the game objective for the secondary game. The operations can further include awarding a prize associated with a customer loyalty program based on the completion of the game objective.