The games company which brought the world the highly controversial 'Grand Theft Auto' series of video games, seems to be piggybacking the Movember charity for a little cross promotion for it's upcoming game, which seems to feature a rather moustached general.

With the Movember initiative, participants have to grow a full head of lip-hair in just one month (November - Get it), while getting sponsored doing so. Rockstar then encourages it's fans to send in photographs of their achievement for possible immortality by becoming an In-Game character.

What's especially interesting about this, is the competition itself and that a Video Game Company is associating itself with a 'Grow a Mustache' event. Goes to show you that the demographic is shifting towards men who can actually muster a mustache, rather than just fluff.

Also, for Rockstar it seems this is achieved very simply with 1 Static Web page and a donation to the charity of their choice. In this case The Movember Charity