I see, maybe they can do what mmorpg.com does. (Don't ask me how they managed to let non US residents win, as I dunno
)
This is how it works there: you have to register to their site and about every month you have a chance to win something and a higher chance if you are a frequent visitor to the site, as long as you enter the competition of course.
It's almost the same way how it works here (except for the registration to the site) and even at mmorpg.com prizes are more competitive than here.