The successor to Club Nintendo will likely be the account system we’ve always wanted.
“Nintendo, together with DeNA, will jointly develop a new membership service which encompasses the existing Nintendo 3DS and Wii U systems, the new hardware system with a brand-new concept, NX, and smart devices and PCs, and Nintendo will be the primary party to operate this new membership service.” – Iwata (March 2015)
Two weeks ago, Nintendo entered a capital alliance with DeNA. DeNA is a company known for their expertise in the mobile games market, as well as their strength for building back -end infrastructure. Nintendo is partnering with DeNA in order to take advantage of these strengths, the later of which we will discuss here.
I decided to continue this discussion with this currently unnamed Membership Service because, as you can see from the Iwata quote above, it’s a service that will be integrated into Nintendo’s current and almost all of their future initiatives. In fact this Membership Service is so integral to Nintendo’s plans that Iwata recently stated that it, “…will form one of the core elements of the new Nintendo platform (NX) that I just mentioned.”
Unfortunately, we didn’t learn much else about this Membership Service during the announcment. However, if we go back to some of the things that were said by Mr. Iwata in January 2014, I believe we gain some insight into some of the goals and ambitions of such a service.

"That is to say, we only had device-based relationships with consumers in the past. As we were connected with a single consumer differently on different devices, we had some natural problems." – Iwata (Jan. 2014)
It was during Iwata’s January 30, 2014 briefing that he discussed the challenges Nintendo has faced in the past when launching new hardware and maintaining relationships with consumers. As Iwata put it, in the past, Nintendo has only really had a device-based relationship with consumers. His plan to help fix the problem was the implementation of Nintendo Network ID (NNID) in order to create and maintain consumer-based, or account-based, relationships moving forward.

It is my belief that the currently established NNID system will be fully integrated into Nintendo’s newly announced Membership Service. This will, of course, likely give users plenty of benefits. One possible example was given over a year ago when Iwata stated:
“For example, until now it has been taken for granted that software is offered to users at the same price regardless of how many titles they purchase in a year, be it one, five or even ten titles. Based on our account system, if we can offer flexible price points to consumers who meet certain conditions, we can create a situation where these consumers can enjoy our software at cheaper price points when they purchase more. Here, we do not need to limit the condition to the number of software titles they purchase. Inviting friends to start playing a particular software title is also an example of a possible condition.” – Iwata (Jan. 2014)
Move over Digital Deluxe Promotion, this possible rewards program sounds even better than what Nintendo tested with Deluxe Wii U units when it launched. Again, to be clear, the above quote was nothing more than an example, but the fact that Nintendo is thinking about this has me excited.
There are several more possible benefits of Nintendo moving towards this Membership Service as well, but they will be explained in greater detail along side the topics they link with later.