Abstract: A gaming machine operating method which promotes customer loyalty by altering the payout on the basis of how many games a particular user has played and lost with a particular gaming provider. In a preferred embodiment, the “jackpot” payout is increased for each game a player loses. The altered jackpot is only made available on machines operated by a particular gaming provider, and is only made available to the player that previously incurred the losses. Thus, when a player experiences a “losing streak” he is given the incentive to continue playing at a particular facility via the fact that the jackpot available to the particular player has been increased.