U-Play and an Achievement Reward System

For any of you gamers who've played an Ubisoft published game in the past year, I assume you are familiar with the system they've established for their games called U-play. For those of you unfamiliar with U-play, it is essentially a reward system for achieving specific milestones in game. 

I first came across U-play when I bought Assassin's Creed 2 (AC2) last year when it launched.    I believe all Ubisoft games created since late 2009 will have this system in place.  It would be interesting if Ubisoft also released updates to allow older games U-play access.  

When a gamer loads up his game, at the main menu, an option will be presented that directs the player to the online U-play servers.  From here a new menu is displayed where the user can navigate among challenges, rewards, shopping and profile options.   U-play is still in Beta mode, so a number of menu options have place holders but do not seem to be functional currently.   In the past year I've played to excellent Ubisoft games: Assassin's Creed 2 and Splinter Cell Conviction.   Both games were supported by U-play and had very good in game rewards.   For each of those games, logging into the U-play dashboard I was able to see that each game had at least 4, if not 5 challenges for me to pursue.   There is a points value listed next to each challenge, plus your points balance will show any residual points you may have from another game.   All games challenges are cumulative, so earning points for AC2, I can still cash in those points for Splinter Cell or any other game U-play supports, so that is a bonus as well.

On the rewards menu, there can be a variety of choices.  For AC2, some of these included a new Xbox Dashboard theme, in game attire for Ezio, weapon upgrades and extra playable game content.  Similarly for Splinter Cell, weapons and game modes were unlockable.   Each game's challenge points will tally the total # of points required to unlock all rewards for that game if you desire.   A couple of challenges I completed and didn't cash in left me with 70 points which I just used last night to unlock some attire and weapons for my newly acquired Assassin's Creed Brotherhood.   I'm looking forward to diving into that game.

So, it has only been about a year, and honestly, I don't recall much of any media or press around U-play.  However, I think it would be an excellent idea for Sony and Microsoft to consider a reward system for its hardcore gamers who dedicate so much time and effort to completing challenges and playing games.   Reward suggestions can be avatar unlocks for Xbox or Playstation home, it can be dashboard themes to apply to your console, or it can possibly even accrue enough to unlock entire downloadable games.  

Does anyone know of other game reward systems available today?  Any thoughts or suggestions to enhance U-play?   I think its a great system and a definite model to build on top of.