(FORTUNE Magazine) – Marketers, looking for a way to reach those upscale couch potatoes? Consider It's Only Money, a board game now available at Bloomingdale's for $29.95. Players will be able to traipse through an imaginary shopping mall past such brand names as Porsche Design sunglasses, Jean Nate perfume from Revlon, and Courvoisier cognac. In all, 23 advertisers have paid up to $30,000 each for a mall appearance, hoping that ''retention marketing'' really works. Says Henry Harteveldt, marketing manager for Continental Airlines, on the board next to HBO, a subsidiary of Time Inc., Fortune's publisher: ''I'm looking at this as a way to get incremental business.'' Some advertisers have tie-ins: Winners of a Deer Park sweepstake will play It's Only Money at Harrah's in Atlantic City, competing for a Nissan Sentra. The game is the brainchild of Eric Medney, 33, who in 1986 introduced a real estate board game called Condomoneyum. As it happens, a $300,000 Florida condominium, plus $100,000 in MasterCard traveler's checks, is top prize of one It's Only Money competition -- an essay about a shopping spree.