The Club Nintendo rewards system has been rehauled to include games as options to spend your hard earned coins on.
The North American scheme now includes downloadable Wii and 3DS gems you can buy in exchange for coins you've collected from retail hardware/software purchases. Of course the usual notebooks, stickers, wallpapers are still available for mass merchandise splurging.
The four games are: Super Mario Kart (100 coins), Fluidity (150 coins) for WiiWare, plus 3D Classics: Xevious and 150 Coins for Mario vs. Donkey Kong: Minis March Again! to pop onto your 3DS. The selection of game rewards will be updated every month, based on feedback from players.
A similar feature is expected in the European Club Nintendo catalogue shortly.