Gangs of London giving away a real diamond

The UK branch of Sony seems to have a lot of fun. This unique promotion for Gangs of London encourages you to find clues hidden in the real world to find a real diamond worth £10,000! This has the potential to be a heck of a lot cooler than the actual game itself. You're going to have to go to Nick the Diamond's website to register and start the hunt.

I wish I could play too!

This article was originally published on Joystiq.