Games for Windows Vista

Even so, from a GUI-perspective, Vista features a user-friendly central location for cataloging, accessing, and tweaking (settings, parental controls, updating, etc.) GFW-branded games — non-GFW games won’t necessarily be excluded, but they won’t feature many of the required functionalities built into the branded titles.

It seems that GFW branded games will be more than just game boxes with a special logo. They will feature special features to inter-operate with Vista seamlessly. You can read more on the technology here.