The program is set to replace the old Club Nintendo rewards system and will be launching this March in 39 countries including Australia, New Zealand, Japan, North America, Russia and Europe. Rewards are earned in the form of Platinum and Gold points.
Platinum points are earned by logging into the eshop, playing games and visiting Nintendo sites. These can be spent on wallpapers and 3DS themes. Gold points are earned by purchasing games on the eshop, and will unlock discounts for future purchases.
My Nintendo will initially only offer reward points, discount coupons and email newsletters. In the future Nintendo will add support for friend lists, cloud data, and the ability to make purchases online from PCs and mobile devices.