'.... This ain't for nonces.'

I was sent this on Friday - It's the site for the new game, Gangs of London. Not only is the execution brilliant but the promotional mechanic is really interesting too. I must say, I haven't quite cracked all the clues. I have snapped all of the banners but haven't quite worked out the 'Bill' and the phone number clues... click below and all will become clear...

http://www.nickthediamond.com