Man... i love these people! I dont think I do anything different from most people; I put the occasional pre-order in, buy the occasional game when its not too over the odds compared to the internet... but in return they invite me to all the great stuff.
Private events, midnight releases (Asassins Creed 3 was a great night an Ubisoft reps headed out loads of stuff!), beta tests (spent an entire day in playing with the PS Move way back when...)
The latest? Infamous: Second Son; they're having another invite-only lock-in next week, at my local store where a bunch of Sony Reps are coming down with copies we can play! Beers, food and the new inFamous at my fingertips!
I dunno about anyone else but Game (and Playstation) have been damn good to me!