Which is certainly better than nothing, but I fear for obvious reasons that nothing big will be released in this way. The picross catches my interest, but not as much as an exclusive real game and/or physical reward might. The other question is will they even continue to put in such effort? These could easily just be a one time deal so that it can be said there are exclusive prizes, but nothing else ever comes of it.
Club Nintendo's exclusive physical games were never big affairs.
Two of them were recreations of G&W games (including a "new" merged version of parachute & octopus)
One was tingle balloon fight (that never left japan...)
another was a subpar, from what i've heard, gimmicky beat 'em up (that also never left japan)
All of those were DS titles, before the DSi I believe, so there wasn't even an option
WiiWare got the baffling Grill off with Ultra Hand & Doc Louis' Punch-Out. Both equally small time affairs
3DS got a downloadable Nikki Travel Quiz game in japan, as well as Advance Wars Days of Ruin as 3ds download title (iirc, Japan never got the game on DS despite a japanese localization being ready to go)
Oh, and, technically we all got Donkey Kong Arcade, I guess.
game-wise the biggest thing to hit club nintendo was Days of Ruin being a platinum reward in Japan.
Anyway, with physical rewards being out (which, frankly, can only be an improvement for America) there's no reason to assume they're just going to drop new digital rewards. They'll presumably update ther offered VC & Retail games as time goes on and I'm sure there will be at least a few other exclusive, small-time digital games. That's in addition to the exclusive themes and such.