Systems and methods for tracking, differentiating and awarding loyalty credits to patrons of a gaming establishment are disclosed. Tracking can be facilitated by and loyalty credits can be stored on patron issued loyalty credit instruments such as printed tickets, magnetic-striped cards, room keys, portable wireless devices and smart cards. Loyalty credits can be awarded for and combined with other loyalty credits awarded for gaming activities involving wagers, game play, and possible monetary awards, as well as purchasing activities involving the procurement of food, lodging, entertainment, transportation, merchandise or services. Theoretical all expenditures profiles can be established for patrons based upon the gaming activities and purchasing activities of the patrons. Customized comps can be awarded on the initiative of the gaming establishment and without any specific request from a patron. Such comps can be based on tracked information on gaming activities and purchasing activities of the patrons.

Systems and methods for retail lottery-style games are disclosed. In one particular exemplary embodiment, a map-based lottery game is established, by at least one processor, that is scheduled to have a lottery drawing, where the map-based lottery game includes a gameboard made up of a plurality of units each selectable to represent an entry in the lottery game. In addition, a plurality of game entries are received each identifying a unit on the gameboard either with an identifier of the unit or with a lottery combination corresponding to the unit and, at least one winning entry from the plurality of game entries is selected by selecting among the plurality of units on the gameboard or among the units identified by the plurality of game entries.

A process establishes a gross wholesale value for a predetermined quantity of instant lottery game tickets. Further, the process establishes a net wholesale value for the predetermined quantity of instant lottery game tickets that is less than or equal to the wholesale value for the predetermined quantity of instant lottery game tickets. A ratio of a sub-target lot size to a sub-target price is in a non-linear proportion with a ratio of a target lot size to a target price. The process also receives, from a retailer, the net wholesale value for the predetermined quantity of instant lottery game tickets such that a remainder that exceeds the net wholesale value is a commission for the retailer.

A system and method for conducting a lottery game at a retail establishment wherein players purchase goods or services involve a player placing a wager that is a function of the purchase price of the goods or services purchased at the retail establishment. A lottery draw is conducted at the time of purchase of the goods or services, or at a later time, wherein the probability of winning the draw is a function of the amount of the wager. For a winning draw, the player is awarded a prize that is a function of the purchase price of the goods or services.

A new method of playing a lottery or other game of chance is described in which a Player who purchased a ticket for a first lottery may subsequently purchase a "Milligan," a chance to win a subset of prizes at a subsequent lottery but at a reduced cost. Similar to a mulligan in golf, the "Milligan" affords the Player a second opportunity to play. While giving the Player the benefit of an additional, discounted chance to a win, this new method of play also provides Lottery Operators additional revenue at a lower payout risk. Ticket Retailers benefit from the new method of play because it may incentivize players to return to Ticket Retailers to purchase the "Milligan." Another new method of playing a lottery or other game of chance is described in which a Player may purchase a ticket for a lottery for a chance to win a subset of prizes but at a reduced cost is also provided.