Even subscription-based digital distribution platforms get birthday cakes these days.
But that's not all. To celebrate its first anniversary, EU PlayStation Plus is also getting a load of special content, membership extensions and a competition, which it is passing on to you.
If you sign up for a 12 month Plus subscription before August 3 you can choose between an extra 3 months for free or Sega Rally Online Arcade for free to keep forever.
Already a subscriber? No worries. You can take advantage of the deal by renewing now before your current subscription expires.
If you want it all, the free game and 15 months for the price of 12 , you can sign up to both 12 month subscription offers but you must purchase the 15 for 12 subscription first, and then purchase the Sega Rally subscription.
If you are a Welcome Back Free Plus user then you will need to wait until your free membership finishes before you purchase a Plus membership. Don't worry, if you renew to a paying membership, you'll also keep the content you got during your free trial.
Where are you going? There's more: You'll also be entered into a competition just for being a Plus member.
Here are the prizes:
1st Prize - Sony Entertainment package, including 46″ 3D Bravia TV, extra 3D glasses, a PS3 320GB, a PSPgo, PlayStation Move starter pack with extra controller and navigation controllers, a selection of 10 PS3 games, PlayTV and a 5 year PlayStation Plus membership.
That's a prize package worth almost £4,000!
2nd prize - three people will each a one years Plus membership
3rd Prize - 100 people will win a 90 day Plus membership
To be in with the chance to win, you simply need to have an active 90 day or 1 year PlayStation Plus subscription at 11.59PM GMT on 3 August 2011
And finally, here's the actual content for July.
Supersonic Acrobatic Rocket-Powered Battle-Cars
Legacy of Kain: Soul Reaver
Dr. Maybe and the Adventures of Scarygirl
Shank - 50% off
Dead Space Ignition - 50% off
DeathSpank - 50% off
DeathSpank: Thongs Of Virtue - 50% off
The Fancy Pants Adventures - 50% off
Tetris - 50% off
MicroBot - 50% off
Spare Parts - 50% off
3 on 3 NHL Arcade - 50% off
Madden NFL Arcade - 50% off
Tiger Woods PGA TOUR 12: The Masters Course Bundle: Eagle Pack - 40% off
Full Game Trial
Tom Clancy's Ghost Recon Advanced Warfighter 2 (G.R.A.W.)
PlayStation Plus Anniversary dynamic theme
Symbol Flow dynamic theme
inFamous 2 Bad Cole Avatar