Potential player proximity to a gaming machine is sensed, and used to customize the gaming machine. The potential player position may be sensed in different manners including via an ID card carried by the potential player with triangulation sensors, a cell phone, or via biometrics. The identity of the player is also associated with the ID card, and is used to access a database containing information about the potential player or type of player. Based on that stored information, the proximate gaming machine may be customized with a game or various attract modes that are more likely to attract the potential player. In further embodiments, information known to be desired by the potential player, such as sporting results may also be displayed to attract the potential player. In still further embodiments, various profiling techniques may be utilized to identify desired customizations of proximately located gaming machines.