"The Achievement hunter, who's going to make purchase decisions around the Achievements per minute to ratio - he's probably buying 10 to 20 titles a year, or at least playing that many," Pitchford said. "He's playing a lot. So he's a very frequent customer, and you want to be in that pile. That's just business.
"You can probably affect your sales by something like 10 or 40 thousand units, if you're talking about a triple-A game selling between 1 and 2.5 million units."
Look out for easy achievements in Gearbox's latest, Borderlands, then. The promising RPG/shooter hybrid launches in two weeks, on the 23rd Ocotber.