Guessing this will come to Europe at the same time but it looks like Sony has put together a points reward scheme. You collect points by buying on PSN, getting Sony hardware and watching Sony movies. Those points can be converted into digital downloads, or even more Sony products.
It might take a while to reach Europ, if it ever does, given the currency jungle over here, and it might take some effort to get anything good out of it, but nice if it works. Shame there aren't points for collecting trophies, or for buying on Amazon, given its popularity. Read the details on the US PSN site.