According to Playstation World Magazine, Rockstar will in a way aid Sony in launching Accomplishments for the system, Themed spaces for Home and provide exclusive content for the PS3 (although not as large scale as the 360's exclusive content) after the release of the 360's episodes.
Update
Theres a more insightful explanation available in the below link:
http://frag-cast.blogspot.com/2008/03/ps3-trophy-system-earn-items-for-your.html
exciting stuff!
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