Sprint is sponsoring the game(?) 1 vs 100 and they had a commercial of the "Now Network" (along with a picture of the Palm Pre) but all about Xbox LIVE gaming. My tv's kind of small so all I could make out was the counter of how many times each button (A,B,X,Y) was being pressed. Pretty cool though.

To get to it:
Go to "Spotlight" on the dashboard, then find the card for 1 vs 100 and press X (About 1 vs 100) then scroll up to Sponsor Corner. In the new card that opens up go down to the bottom right and select "Gaming Now".