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Ubisoft Connect
Uplay is a service created by Ubisoft to provide an experience similar to the trophies/achievements offered by Sony and Microsoft respectively. This service is provided across all three platforms (PC, PS3 and X-Box 360) and is currently in beta stage. So far Assassin's Creed 2 is the only game that supports Uplay right now but two games, R.U.S.E and Splinter Cell Conviction are said to feature Uplay.
Each game has 4 achievements that are unlocked as you progress through the story and each earns you Uplay point (The first being 10U to the last being 40U). These points are then used to unlock game related awards.