Marketing system for awarding of marketing dollars to associated preselected users

1. A marketing and communications system comprising:

a system controller;

a user database; and

a communication system configured to facilitate communications between the system controller, the user database, and a plurality of gaming devices, each of the gaming devices having:

at least one processor;

at least one memory device in communication with the at least one processor and configured to store a prize table;

a loyalty card reader;

an identification reading device, wherein the identification reading device is a near field communication (NFC) tag configured to read identification data associated with a first user from a user NFC tag, wherein the system controller is configured to i) detect whether the identification data being read is associated with a user in the user database including whether the associated user is a preselected user in a predetermined marketing group and an amount of marketing dollars allocated to the associated user, and ii) communicate information regarding the first user to the gaming device, the information including whether the first user is the preselected user in the predetermined marketing group;

a display device;

a user interface;

a networking device; and

a random number generator,

wherein the memory device is configured to store program instructions executable by the processor to operate the gaming device, the program instructions including instructions to:

receive the information associated with the first user;

receive an indication from the user interface that the first user has initiated game play;

initiate the random number generator to generate a random number;

receive the generated random number from the random number generator,

look up the generated random number within the prize table to determine if a prize is associated with the generated random number;

when no prize is associated with the generated random number in the prize table and the first user is the preselected user in the predetermined marketing group, award a prize from the marketing dollars allocated to the first user; and

display the prize to the first user, using the display device, without the first user being made aware that the first user has been awarded a prize from the marketing dollars.

2. The marketing and communications system of claim 1 wherein the system controller is further configured to iii) communicate an offer to a mobile device associated with the first user identified in the user database upon detection that the identification data being read is associated with a known user and wherein the offer depends on the gaming device associated with the identification reading device.

3. The marketing and communications system of claim 2 wherein the offer additionally depends on the identified user.

4. The marketing and communications system of claim 2 wherein the user NFC tag is part of the mobile device.