Alerts are transmitted to subscribers to an alerts service in response to events that occur within a gaming environment. Communication within the gaming environment is limited to specific game consoles and the gaming service. A subscriber to the alert notification service can be alerted when a friend joins the gaming service to play a game, or can select other events for which an alert is requested to be sent to the subscriber. In response to any predetermined event occurring within the gaming environment, an alerts service provides an alert or message that is transmitted through a secure firewall and outside the gaming environment. The alert message can be in the form of a pop-up that appears on a user's instant messaging service, or an email, or a message that is transmitted through a mobile communication service to a cell phone or other portable communication device.