A gaming system includes: (i) a base wagering game requiring a wager to made by a player; (ii) at least one winning outcome for the base wagering game; (iii) a paytable for the at least one winning outcome; a secondary award provided randomly to the player, the secondary party award provided by a secondary award provider and kept separate and apart from the paytable; and (iv) advertising for secondary award provider, the advertising provided in exchange for the provision of the secondary award.