Various techniques are disclosed for conducting promotional activities in a casino gaming network. In at least one embodiment, various incentives and/or promotions may be associated with selected gaming components which are accessible to a given gaming machine. Such gaming components may include, for example, paytables, denominations, game types, and/or game themes which are accessible to a given gaming machine cabinet. In this way, the lowest level of granularity for targeting promotional offers and incentives may be extended to selected paytables, denominations, game types, game themes, and/or other desired components within (and/or accessible to) selected gaming machine cabinet(s).