Nintendo of America

A coin for your thoughts

Club Nintendo home page

Club Nintendo home page variation

Nintendo, headquartered in Kyoto, Japan, also has an American division located in Redmond, WA. Happy Cog worked with Nintendo of America on the redesign of their official loyalty program website, Club Nintendo. The focus of the redesign was to assist customers in registering products, redeeming “coins” for rewards, completing surveys, and extending product warranties.

At the beginning of our engagement, only a fraction of Nintendo’s customer base were active participants in the Club Nintendo program. A primary goal for our engagement was to create a platform that encourages Nintendo’s diverse customer base (spanning a wide range of ages and gamer types) to enroll in Nintendo’s rewards program. Nintendo was seeking a 10+% enrollment bump, while simultaneously encouraging repeat visits.


Visitors experience clear messaging on how the program works: ways to earn coins, redeemable rewards, and the benefits of contributing to the Nintendo community.

To increase sign ups, we simplified the interface and sign up processes. We created distinct and easy-to-find landing pages that explained each aspect of the rewards program and how the visitor could benefit from them. From there, the rewards program included gamification where a member could earn more coins (redeemable for exclusive games) by registering more of their products or filling out customer surveys.


The logged-in view allowed for customization of the game-like HUD (heads-up display).


Product pages were cleaned up and optimized without the need to recreate and export new assets, which would have been a massive undertaking.