The contestant from Contestants' Row who places the winning bid has the chance to win a prize or cash. Only one contestant at a time is involved in a pricing game, and tends to get the unanimous support of the audience. After the pricing game ends, a new contestant is selected for Contestants' Row, and the process begins again. Six pricing games are played on each hour-long episode; three games per episode were played in the half-hour format. 103 games have been played on the show: 70 are in the current rotation and 33 have been retired.