It's very difficult for a game to stand out these days. Store shelves are packed full of dozens of different titles for multiple systems. It's even tougher for downloadable titles, especially when you consider the hundreds of other games out there, and the limited options for advertising. One upcoming game, a puzzler called ilomilo, has taken a unique approach to make itself noticed. Instead of providing a demo in the Xbox Live Arcade store, potential players must visit the ilimilo secret code site, where they can get a code that, when redeemed, gives you a demo of the game. It's certainly a novel approach.