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Gimmick, top 5 from urbandictionary.com

A method of gaining customers or attracting attention by accentuating a certain trait/quality.

An alias designed for trolling

n.

1. A shiny seductive finish applied to a big pile of bull shit.

2. A ploy geared to make you believe something of an untrue nature.

Very similar to deal, it's a word with a nearly infinite number of meanings. Sometimes it's used in reference to prescription medication (particularly Viagra).

A special feature for the sake of having a special feature.

I assume that gimmick, when people used to refer to gaming, means "A special feature for the sake of having a special feature."