Abstract: Gaming systems and methods of operation thereof are disclosed. Such gaming systems and methods allow a player of a gaming device, such as a slot machine or an arcade video game, to access entertainment services, such as broadcast television programming, web sites, pay-per-view services and shared-revenue telephone services, such as 900 or 976 services, for enhanced player retention. In accordance with one or more embodiments, when play is initiated, a predefined establishment-specific criteria is evaluated to determine whether the player should be provided with access to entertainment services. A player entitled to access such services may be presented with a list of available entertainment services. Upon receipt of the player's selection, in accordance with one or more embodiments, a connection may be established between the gaming device and the provider of the selected entertainment service.