| CPC G07F 17/3244 (2013.01) [G07F 17/32 (2013.01); G07F 17/3211 (2013.01); G07F 17/323 (2013.01); G07F 17/3237 (2013.01)] | 19 Claims |

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1. A method comprising:
controlling, by at least one processor:
determining a first location of a mobile gaming device;
determining a number of given mobile gaming devices currently located in a first area, in which the first area includes the first location;
based on determining whether the number exceeds a threshold, determining a first game configuration associated with the first area, in which determining the first game configuration includes determining a first payout percentage associated with the first area, and in which the first game configuration includes information associated with a merchant proximate the first area;
generating a first game outcome using the first game configuration; and
displaying, on a display screen of the mobile gaming device, the first game outcome including a portion of the information associated with the merchant.
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