One of the reasons why I wish I liked computer games is that I have currently lost my partner to one. Well, not lost. I know where he is. He's in his room, killing people in order to steal their souls and sell them so he can buy soft furnishings for his house.
If you pre-ordered the new Assassin's Creed game with Amazon you got a nifty download cloak for your Xbox avatar - but for only if you are a guy.
Today, game developers are pushed to find increasingly inventive ways to give this extreme breed of gamer something to work towards. The latest weapon in the developer's arsenal is the concept of "achievements".