A non-limiting example game apparatus includes a CPU, and the CPU performs non-contact communication with an IC tag that is incorporated in a figure by using a non-contact communication module. During playing a course game, if a player instructs transformation, a player character is transformed into another character after attesting the figure. Furthermore, if the player instructs writing of a score when the course game is finished, the score is written in the IC tag after attesting the figure. Furthermore, if the player instructs to acquire a predetermined item, after attesting the figure, the predetermined item is acquired by using virtual money. As a level is raised, for example, the number of transformable times is increased, and a kind of acquirable predetermined item is increased.