http://xboxrewards.msgamestudios.com/about/ (http://xboxrewards.msgamestudios.com/about/)
Figured this was coming. With the achievement system already built into all 360 games, it was a matter of time that it would be more than just bragging rights. Too bad this is only open to US residents, wish they would at least make it North American.
Probably will come to canada, they might just need to figure out how to improve region detection so they can exclude Quebec from the contests. ;)