Computer system based gaming device, system and method

1. A method of gaming comprising:

displaying, by a player tracking/marketing module (PTM) of a gaming device, a plurality of avatars;

receiving, by the PTM, a player selection of at least two avatars of the plurality of avatars, the at least two avatars including a first player selected avatar and a second player selected avatar;

determining, by the PTM, after receiving the player selection, a credit allocation for each avatar of the at least two avatars, the credit allocation specifying a first percentage credit allocation for the first player selected avatar and a second percentage credit allocation for the second player selected avatar;

designating one of the at least two avatars as an active avatar for play of a wagering game at the gaming device;

receiving, via a credit input mechanism of the gaming device, a credit wager to initiate play of the wagering game;

recording, by the PTM, the credit wager against the active avatar; and

in response to a winning outcome occurring as a result of the credit wager, recording, by the PTM, a first portion of an award associated with the winning outcome against the first player selected avatar in accordance with the first percentage credit allocation and a second portion of the award associated with the winning outcome against the second player selected avatar in accordance with the second percentage credit allocation.

2. The method of gaming as claimed in claim 1 , wherein each player selected avatar is associated with a player identifier associated with a player account, said method further comprising applying the portion of the award recorded for the at least two avatars to an associated player account.

3. The method of gaming as claimed in claim 2 , wherein the method further comprises designating the active avatar in response to a user input.

4. The method of gaming as claimed in claim 2 , wherein the method further comprises designating the active avatar by the PTM in accordance with avatar rules.

5. The method of gaming as claimed in claim 4 , further comprising changing the active avatar in response to an outcome of a random process.

6. The method of gaming as claimed in claim 2 , wherein the method further comprises providing, by the PTM, an additional game, independent of the wagering game, wherein the at least two selected avatars compete against each other.

7. The method of gaming as claimed in claim 6 , further comprising designating at least one of the active avatar and a credit allocation for the winning outcome, based on the competition of the avatars.

8. A gaming system comprising:

at least one gaming device configured to enable a player to place a wager for play of a wagering game, the at least one gaming device comprising:

a display configured to display a wagering game;

a credit input mechanism including at least one of a card reader, a ticket reader, a bill validator, or a coin input mechanism; and

a player tracking/marketing module (PTM) comprising a processor configured to execute instructions stored in a memory, which, when executed by the processor, cause the processor to at least:

display a plurality of avatars;

receive a player selection of at least two avatars of the plurality of avatars, the at least two avatars including a first player selected avatar and a second player selected avatar;

determine, in response to receiving the player selection, a credit allocation for each avatar of the at least two avatars, the credit allocation specifying a first percentage credit allocation for the first player selected avatar and a second percentage credit allocation for the second player selected avatar;

designate one of the at least two avatars as an active avatar for play of the wagering game;

record a first portion of an award associated with a winning outcome occurring during the wagering game against the first player selected avatar in accordance with the first percentage credit allocation and a second portion of the award associated with the winning outcome against the second player selected avatar in accordance with the second percentage credit allocation.

9. The system as claimed in claim 8 , wherein each player selected avatar is associated with a player identifier associated with a player account, whereby in response to a payout request, awards recorded for the at least two player selected avatars are applied to the associated player account.

10. The system as claimed in claim 9 , wherein the instructions, when executed by the processor, further cause the processor to designate the active avatar in response to a user input.

11. The system as claimed in claim 9 , wherein the instructions, when executed by the processor, further cause the processor to designate the active avatar in accordance with avatar rules.

12. The system as claimed in claim 11 , wherein the instructions, when executed by the processor, further cause the processor to change the active avatar in response to an outcome of a random process.

13. The system as claimed in claim 9 , wherein the instructions, when executed by the processor, further cause the processor to provide an additional game, independent of the wagering game, in which the player selected avatars compete against each other.

14. The system as claimed in claim 13 wherein the avatars compete to be designated as the active avatar or for allocation of the award.

15. A player tracking/marketing module (PTM) for use with a gaming device, the PTM comprising:

a tangible, non-transitory, computer-readable memory;

a processor configured to execute instructions stored on the memory, which, when executed by the processor, cause the processor to at least:

receive a player selection of at least two avatars of the plurality of avatars, the at least two avatars including a first player selected avatar and a second player selected avatar;

determine a credit allocation for each avatar of the at least two avatars, the credit allocation specifying a first percentage credit allocation for the first player selected avatar and a second percentage credit allocation for the second player selected avatar;

designate one of the at least two avatars as an active avatar for play of a wagering game on the gaming device; and

record a first portion of an award associated with a winning game outcome occurring during the wagering game against the first player selected avatar in accordance with the first percentage credit allocation and a second portion of the award associated with the winning outcome against the second player selected avatar in accordance with the second percentage credit allocation.

16. The PTM as claimed in claim 15 , wherein each player selected avatar is associated with a player identifier associated with a player account whereby in response to a payout request awards recorded for the at least two player selected avatars are applied to the associated player account.

17. The PTM of as claimed in claim 16 , wherein the instructions, when executed by the processor, further cause the processor to designate the active avatar in response to a user input.

18. The PTM as claimed in claim 16 , wherein the instructions, when executed by the processor, further cause the processor to designate the active avatar in accordance with pre-defined avatar rules.

19. The PTM as claimed in claim 18 wherein the instructions, when executed by the processor, further cause the processor to change the active avatar in response to an outcome of a random process.

20. The PTM as claimed in claim 16 wherein the instructions, when executed by the processor, further cause the processor to provide an additional game, independent of the wagering game, wherein the at least two selected avatars compete against each other.

21. The PTM as claimed in claim 20 , wherein the player selected avatars compete to be designated as an active avatar or for allocation of the award.