AMD's Live! certification scheme was launched back in 2006 and it's difficult to tell what, if any, difference it has made to AMD PC sales. Not to be deterred, AMD has launched GAME! branding to differentiate systems built with AMD components suited for gaming.
To qualify as a GAME! PC a Phenom, Turion or Athlon processor must be used, alongside a 3000-series graphics card. The theory, then, is that you can look at a system with a GAME! label on it and know that it contains components that will give a decent gaming experience.
In practice, just about every AMD system built in the last year will have a GAME! certified GPU and you can extend that further for GPUs. In other words, almost no newly built AMD-specced PC will fail to get a GAME! label. Take, as an example, one of the sample configurations specifies an AMD Athlon X2 5600+ and an ATI Radeon 3860. Yes, it is possibly to play games on such a system, albeit at fairly modest resolutions, but the experience isn't exactly going to be top-notch.
Various manufacturers, notably Alienware, have signed up to GAME! and we can expect systems carrying the label to trickle out slowly in the coming weeks.