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Nintendo's reward scheme - Club Nintendo - will be discontinued this year. The loyalty scheme, which was introduced back in 2002, will be gradually phased out over the coming months. The discontinuation schedule is as follows:

  • April 1st 2015: From this date, Nintendo will no longer include product registration cards with its packaged games, so such products cannot be registered in Club Nintendo. You may still find product registration cards in games that were in stock before this date, however.
  • April 20th 2015: Termination of the registration of digital products downloaded from Nintendo eShop. Digital products obtained from Nintendo eShop after this date will no longer appear in the My Registered Games & Systems page in Club Nintendo. In addition, surveys for download software titles will no longer be available.
  • September 30th 2015: End of Club Nintendo programme. All Club Nintendo features, such as signing up as a new member, logging in as a registered member, earning Stars, and exchanging Stars for items from the Stars Catalogue will no longer be possible from this date.

Any stars not used up by 30th September will be lost, so be sure to use them up before then.

Nintendo has confirmed that it is working on a new programme to replace Club Nintendo, but there's not much to go on right now other than that the plan is to launch it 'later this year' and that you'll be able to download Flipnote Studio 3D for the 3DS for free during the new reward system's launch period.

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(source) - http://www.gamrreview.com/news/92343/club-nintendo-discontinuation-schedule-announced/

EDIT: Update!!! NA dates. Thanks, Superchunk.

superchunk said:

I also noticed this was from UK... so I went to the NOA site and the dates are different. Might want to update the OP.

http://club2.nintendo.com/program-notice/

Club Nintendo program discontinuation schedule

1/20/2015Products released after this date are not eligible for registration with Club Nintendo

3/31/2015Last day to earn Coins, register products with Club Nintendo, and sign up for new Club Nintendo membership

6/30/2015Last day to redeem Coins or access your account on the Club Nintendo website. Club Nintendo program shuts down at 11:59pm PT on 6/30/2015.
Your Account and Coin Balance

The information in your Club Nintendo account will not be transferred to the new loyalty program. We are adding multiple items to our reward catalog, so please be sure to redeem your Coins before the deadline on June 30, 2015. Unused Coins will be deleted as of July 1, 2015.

2015 Elite Status

In order to reach Elite Status, you must earn 300 Coins (for Gold Status) or 600 Coins (for Platinum Status) between July 1, 2014 and March 31, 2015. Members who reach Elite Status will be able to choose a downloadable game from a wide selection of Nintendo 3DS and Wii U titles. Your free Elite Status gift will be available between April 1 and April 30, 2015. A list of the Elite Status 2015 gifts will be posted here once announced.