Ubisoft's launched Uplay, a publisher-specific rewards program, alongside Assassin's Creed II.
If you've been playing the game - it's awesome: you should - you may have noticed the occassional "U" popping up as you going about your shit. It's a system similar to Achievements and Trophies; you get points to spend in-game on weapons, skins, and so on, for completing "Actions".
Check out all the available Actions and rewards here.
Only Assassin's Creed II, Splinter Cell Conviction, and RUSE are compatible right now, and you don't appear to be able to link your Gamertag or PSN ID with your Ubi profile, but it's the thought that counts.
Take a look.