Starting November 12th, weekly in-game challenges will have players competing for one of the 10 copies. Because the competitions will be leaderboard-based, an internet connection is required. A facebook account is also needed since competitors must "like" the facebook page. For more details, check out the link at the bottom.
All in all, I'm really impressed with how O-Games is reaching out to gamers and I'd love to see more publishers follow their example.