According to several members on NeoGAF, the US Club Nintendo page is receiving a significant upgrade. As can be seen in the above screenshot, Nintendo is now offering downloadable games as rewards for their coin-collecting members, including the two games seen above. Reports from forum members able to access the site indicate that the selection of games will be changing from month to month. As of right now, the Club Nintendo page is down for maintenance, so more information cannot be obtained at this time.
Credit for the picture goes to NeoGAF member Spike; click the screenshot to see it at a larger size.
This is a totally awesome idea. Downloadable games only go for a few dollars anyhow, so offering them as rewards won’t have a big financial impact on Nintendo, but it will definitely spur interest in participants. I want that Xevious download, and maybe those posters.

Nintendolife.com stated it was a rumor. The official U.S. Club Nintendo page does not list anything like this at all after updating.
Although this is accurate, on the side it mentioned this:
New rewards and games available for Coins coming soon. Please stay tuned!
Yes, I saw that. That makes me a happy boy… er-man. I’d rather spend 100 coins on an $5-$8 game than 250 coins in a $.50 notebook.
I am very excited for this! I have a good amount of coins so I’ll be getting Xevious and Super Mario Kart