An electronic gaming system is disclosed that allows a player of an electronic gaming device, such as a slot machine or an arcade video game, to access premium entertainment services, such as premium web sites, pay-per-view services and shared-revenue telephone services, such as 900 or 976 services, for enhanced player retention. When play is initiated, a predefined establishment-specific criteria is evaluated to determine whether the player should be offered access to premium content entertainment services. A player entitled to access such services is preferably presented with a list of available premium entertainment services. Upon receipt of the player's selection, a connection is established between the electronic gaming device and the provider of the selected premium entertainment service. The player's level of play is preferably monitored to ensure that the establishment-specific criteria for maintaining access to such services is being met. If the establishment-specific criteria for maintaining access is not being met, a disconnection warning is preferably transmitted to the player with information on how the connection can be maintained by the player. An entry of each connection session is preferably made in a connection record database.