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; (iv) a sponsored award provided randomly to the player, the sponsored award provided by a sponsored award provider and kept separate and apart from the paytable; and (v) advertising for sponsored award provider, the advertising provided in exchange for the provision of the sponsored award.
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