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Nintendo are pushing the download version of New Super Mario Bros. 2 in North America using Club Nintendo.
For starters, New Super Mario Bros. 2 will net you 50 coins if you buy the packaged version and register it with the site by September 20th. However, if you purchase the download version and complete the registration survey, you’ll get 100 coins.
In order to do this, you’ll need to link your Nintendo 3DS to your Club Nintendo account, as this is how eShop purchases are tracked on the Club Nintendo service.
New Super Mario Bros. 2 will be released on August 19th in North America.